An Bui, Spelled An With 1 N

Last night, @briancarter asked an interesting question:

Hrm. Interesting. I had seen it earlier this year, but thought it had gotten yanked. Apparently I was wrong, as a quick jump over to @orrick’s profile showed:

Not much action, based on the last tweet’s date, BUT the brand-inconsistent statements could be problematic, given Orrick’s reputation and its view of itself:

Orrick has dedicated itself to two interdependent goals: serving our clients and building an enduring institution. Today, we have more than 1,100 lawyers in 21 offices worldwide working together to pursue these objectives. We are proud of the service we have delivered and the firm we have built, and we are excited about our future.

Contrast Orrick’s Twitter profile with Skadden Arps’ profile:

While Skadden doesn’t say much via Twitter, its use of the application isn’t off brand strategy, from what I observe.

Key Takeaways for Social Media Monitoring:

Google alerts would have been a good tool to use in this case, as the first tweet appeared May 14th, and the last tweet came out in July 16th, over two months later. Google alerts may have enabled the Orrick brand manager to take action and minimize the time frame during which damage was possible.

Another strategy is to check username registration, via a tool like UserName Check, and proactively register your brand as a username to prevent brandjacking.

Let’s take proaction another step further. What if Skadden wants to join in on the conversation? How should it start? For more resources on legal blogging or law blogs, check out LexBlog.

Thanks to @briancarter, for the tweet that inspired this post.

This entry was posted on Tuesday, November 18th, 2008 at 10:43 pm and is filed under branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.