I was sued over a blog post for $5m and content marketers should know these things

Chris Moody sued over a blog postWhere to start?

For those of you who follow this blog or keep up with me, you may find 232 days without a post a bit odd. Some may have chalked it up to my adorable son (now 14 months old).

But, that wasn’t it.

If you’re asking Can you get sued for a blog post?, buckle up.

I was sued over a blog post.

Yep. The same guy who has co-founded an MBA course on social media was named in a lawsuit over it. To be fair, I was never served, but it was a painful experience.

I didn’t really talk about it. I didn’t really know what to do. I didn’t really want to pay to fight it. I was a bit lost.

Luckily, I have some extremely smart friends and an attorney in the family who provided some guidance.

Why was I sued over a blog post?

Disclaimer: I’m choosing to be vague here. Local news websites and broadcasts covered an event that took place a few miles from my old residence. The story discussed how the application of a new technology was used to help keep the public safe. I thought that was cool.

Boom. I shared the news article on my blog with an intro reading “Interesting use of technology” or something to that effect.

Years pass.

We were trying to sell our house and had just been notified that the offer we accepted was not going to work out due to an insanely low appraisal. We were crushed. We had packed, planned, celebrated and done all the things you do when you’re taking the next step as a family. Now we had to start over again.

An hour after that happened, my phone rang. It was a local attorney representing a large governmental organization. He was calling to update me on the lawsuit I was named in.

I literally had a WTF moment.

You must have the wrong person. I haven’t done anything wrong.

Then he proceeds to tell me about how a person named in a news story was unhappy with how they were represented and named all the news stations, websites, forums, users, etc. where the article was mentioned in the suit.

I laugh.

This is ridiculous. Nobody would take this seriously. Sue everyone who shares an article? Are they suing everyone who watched the news? Or everyone who read the website? What about comments, tweets, shares that didn’t stick to a blog?

The attorney was great. He couldn’t give me counsel since he represented another party, but was very calm, respectful and also a bit surprised.

I’m not one to deal with many legal matters. I contested a bogus speeding ticket when I was in my teens (and won). I was deposed when a startup imploded, but had nothing to do with that case (I just told the truth in a conference room for 9 hours). Sued? Really? I mean, come on man. Really?

I hang up the phone and cry.

The house fell through. I’m named in a multi-million dollar suit (I could give a flatscreen TV away). I’m screwed. I had started a new job. I was raising a new family. I am a Dad now. What do I do about all of this? It may sound dramatic, but seeing your name on a document asking for millions of dollars is new to me.

Normally, I would probably be a little more defiant. I believe in standing up for what you believe in. I believe in fighting to make things better, even if you endure the pain to get there. I believe in the greater good. I grew up a team player. I would have probably challenged this head-on if I wasn’t already in the dumps. But, I felt defeated.

I buried my blog away. I grew jaded. I marketed the heck out of all things cloud with my job, but didn’t share much of anything online.

This happened in April 2011… see the trend?

The next few months were stressful. Every time the doorbell rang, I thought I was getting served (that is what happened with the deposition after all). I did what I normally do – get a little analytical and research the hell out of my situation. That is what makes me a decent marketer after all.

Months pass. Eventually, things return to normal.

What to learn from this

You need to increase the buffer you have before putting things online. My motto was always to keep it offline if you wouldn’t want your mom, spouse or boss to see it. But, that isn’t quite enough. Be wary of anything negative or that could potentially damage anyone’s reputation – even if it seems like a no brainer.

After all, it is becoming commonplace to be sued or threatened if you leave negative reviews behind. A Google search now yields over 19 million results for sued over a negative review. Phil Buckley was just recently threatened over a negative review. I received a letter from Cash for Gold once about not referring to it as a scam. It is happening a lot now.

If you like erring on the side of free speech, just be prepared to spend some money to defend a post if someone takes offense to it.

I am not a lawyer, this is not legal advice – just findings. These were relevant in my situation.

On the Internet, first source carries the burden.

Well leave it to the Fourth District, Court of Appeal to decide the issue. It determined that Internet websites are subject to the single publication rule. In plain English, (and grossly simplified) it means that you can only sue for damages based on the first publication of a defamatory statement. You can’t, for example, sue multiple times based on a single defamatory statement. This is important because the statute of limitations is triggered at the first publication of a defamatory statement. So the Fourth District effectively held that in regard to alleged defamatory statements made on Internet websites (like blogs or Twitter), the statute of limitations begins to run at the time the statement is first published.

In NC, the statute of limitations for libel, slander and defamation is one year.

You are protected from any statements from a third-party reposted on your blog under the Immunity for Online Publishers and Communication Decency act.

So, what now?

Obviously, I’m writing again. It took me a while, but here I am.

I’m also in talks with several lawyers about a potential resource for bloggers and/or insurance to protect others in similar situations and to have resources available without spending a ton of money. There are groups for the press, but I’m not aware of any for individual bloggers. Chime in if I missed something. It is tricky as I don’t think bloggers are entitled to the press benefits.

I don’t plan to deal with anything else like this in the future. It would be nice to take the Oatmeal approach to threats / lawsuits, but I don’t have the pull or the audience for that.

Be careful out there friends. It felt good to write this and I think I’m over it now. And this post about getting sued over a blog post performed pretty well too. 😀

Update from an anonymous journalist

I didn’t see anyone in the comments bring up this organization that you may want to be aware of:

Electronic Frontier Foundation

Also, the Reporters Committee for Freedom of the Press also has done work protecting bloggers as citizen journalists.

Five Ways to Harness The Power of Community

At Social Fresh East, I was tasked with helping folks harness the power of community – even if they may not have clearly defined communities. My slides can be found below and the video can be found at Social Fresh Academy shortly!

Feel like you don’t have a community? Are people not talking about your product or service? There are still some easy ways to develop a community. Chris will walk through several examples and review the best practices of creating and harnessing the power of an online community.

 

Control your social media with if / then statements

Ever wished that one action or event triggered another to help you more easily manage social media (or your life)?

Well, you are in luck. ifttt is coming to the rescue.

I’ve been tinkering with the tool for a few days and wanted to solve a few work-flow problems. For example, I don’t check the weather forecast daily. But, if it rains, I’d like to have an umbrella or a jacket to look like I was prepared. ifttt to the rescue.

ifttt.com email for rainy days

Boom. If the forecast calls for rain tomorrow, ifttt will shoot me an email to say “Yo. Grab that jacket and umbrella today. Stay dry.”

This is a great tool to sync notifications across multiple channels.

Check it out and let me know what you think.

Marketers who aren’t A/B testing will be left behind

I’m passionate about testing. So much so, that I wrote a guest post for SocialFresh.com with a case study from our testing at Phonebooth.com. An excerpt is below, but check out the full post, “You are not marketing unless you are testing.”

An excerpt from SocialFresh.com

testingAhhhh, metrics and analytics. For those of us that aren’t deeply involved in conversion (cough cough making money), we resort to labels for the “numbers people.” Some call them analysts, technical folks or SEO / analytics gurus and tend to think that this isn’t our job as marketers.

Friends, you are mistaken. Marketing without data is like diving into a pool with no water – it ain’t pretty. Gone are the days of creating messaging with a finger in the wind or creating ideas in your fancy ivory tower.

Good marketers cater to potential customers by learning. What works? What do they want to hear? What do they do with your product? Where do they go on your site? When do they buy? How do they buy? Where do they buy?

If you can’t answer a few of those questions, do a Google search for your local unemployment office and save that in your GPS.

An A/B testing case study

At Phonebooth, we launched a new website late last month after months of research, analysis, content creation, planning, stakeholder meetings and other things you do to try to make sure everyone is on board. One major element of our redesign was to become masters of testing. We hadn’t entirely neglected it in the past, but decided to make testing a focus.

Our first test was the main hero image (an elegant title for the stuff below the top nav / header). We had research telling us that customers buy our business phone solution because of value. Saving money makes people happy and we had data to confirm that.

We established five different messages with similar styles, colors, fonts, etc. The main variance was the actual copy.

  • Control: $20 per user / month
  • Variation B: Save up to 60%
  • Variation C: A usability version better explaining our product with a few key bullet points
  • Variation D: Save up to $2500 per year
  • Variation E: Free Your Voice – a creative concept

Visual Website Optimizer was our tool of choice and we built out the different variations. Each website visitor was randomly assigned one of the variations and that became their homepage thanks to a cookie. Every visit to the homepage would give each user their “unique” homepage and we had several goals to track.

Testing is nothing without goals

Metrics are great. Measuring the correct metrics is even better. It is critical to have a thorough understanding of what you are measuring and what it truly means. We created three distinct goals to track for this test.

  1. Engagement – this is defined as clicking anything on the website. What this means is clearly debatable and it may be completely irrelevant, but I wanted to see how many folks clicked something on the page in a digestable way.
  2. Enters the Store – we sell our business phone solution online. Tracking the funnel is extremely important and we wanted to see how many folks clicked into the store.
  3. Buys Phonebooth – does this need an explanation? This is the most important metric for us. While entering the store and engagement are both important… frankly my dear, I don’t give a damn. I want money. It helps to keep a roof over my head

Pretty simple, huh? Now, we’re ready to see what happens. From here, we start our test early on a Monday morning – a clean week.

Have some fun and test for yourself

Before you run a test, I highly encourage you to make an assumption. Guess what you think will perform the best and why. Heck, create a contest amongst your team and have everyone pick their favorite. Give a prize to the winners!

Leveling the playing field for testing will help everyone understand that a website isn’t a symphony of dorks and geeks coding and designing away to make something that they think looks good. It is science. Well, if done correctly that is.

While my opinion is arguably worth two cents, I thought that our control would perform the best. $20 is a really low number. It is inexpensive for a business phone solution. Plus, I had stared at this version for two months. It was stuck in my head, but I thought that folks would gravitate to a killer price and buy our product.

Click to view the Results!

Facebook for business – surely you have questions

Thursday (7/21/11) I’ll be rocking the mic at Triangle AMA’s Facebook Training Camp for Marketers. One of my favorite former J. Crew models happens to be keynoting – Marcus Nelson (@marcusnelson).

Whether you are attending or joining us in heart, what questions do you have about using Facebook for business?

I’ll be more than happy to ask them for you and give you credit of course!

What do you want to know about using Facebook for business?

A recap of Mashable Connect 2011 – an awesome event

Mashable Connect was a great experience

Everyone knows Mashable.

It is even pretty trendy to make fun of folks that retweet and repost Mashable articles all day. A quick search online will find plenty of social media douchebag posts that mock these folks.

Mashable kills it though. They have great people. They produce quality content (and tons of it). They are friendly. They are really smart.

I was honored to be among the almost 300 folks invited to join the Mashable team for Mashable Connect in Walt Disney World.

Great speakers galore

I’ve been to quite a few events and MashCon had one of the best speaking lineups I’ve seen. A great mix of leading agency folks, brand leaders, founders and ultra-successful entrepreneurs. A few of my favorites were Rohit Bhargava of Ogilvy, Craig Engler of Syfy, Scott Heiferman of Meetup, David Jones of Havas, David Karp of Tumblr, Josh Williams of Gowalla and Steve Rubel of Edelman Digital.

An incredible venue

Having a conference in Disney World is pretty darn smart.

There was always an energy and sense of excitement because we were in the happiest place on Earth. One of the evening events was held in Epcot and we had a private viewing area of the Celebration fireworks. The final afternoon led us to Magic Kingdom for a Gowalla Race where we had to get group photos at various venues throughout Disney.

Awesome job by the Mashable staff for putting all of this together. It was pretty incredible.

Lots of really smart people

I was amazed by how smart and engaging all of the conference attendees were. There were tons of new connections formed and great conversations had by all. I’m partial to the bond I formed with other #team26 members: Josh Williams of Gowalla (@jw), Marcus Nelson of Salesforce.com (@marcusnelson), Jeff Rohrs (@jkrohrs) and Jesse Engle (@engle) of Exacttarget/Cotweet, Robert Michael Murray of National Geographic (@rmmdc), Laura Fitton of oneforty (@pistachio) and Pia Erkinheimo of Nokia (@piaerkinheimo).

Phonebooth aims to help SMBs

One of our goals at Phonebooth is to help small and medium businesses. We’re trying to start gathering content across various topics to provide as a resource for business decision makers.

Several conference attendees took the time to share tips for other SMBs and they can all be found at Phonebooth’s Pay It Forward page.

Check out what Ramon De Leon had to say.

Kudos Mashable Event Staff

Well done Karen, Kate and crew. This was an awesome event and I hope to be a part of future Mashable events. Keep up the great work!

Making Social Media Work for Business (a presentation)

Some of you may remember that I led a three hour session at Meredith College on using social media to get results for your business.

I wasn’t able to record the session with my (hopefully) knowledge filled rambling, but I did finally convert the HUGE file into a Quicktime movie – which didn’t successfully embed.

You can find a stripped down version of the slides below and I’ll be more than happy to discuss the details you missed.

Check out the presentation

Need me as a speaker or presenter?

Drop me an email at cm AT chris-moody.com or tweet me @cnmoody. I travel well and guarantee at least two laughs and one awkward moment per presentation or lecture.

Jay Baer and Amber Naslund in Raleigh on May 19 – register now!

If you do anything with social media, there is a good chance that you follow Jay Baer (@jaybaer) and Amber Naslund (@ambercadabra) pretty closely.

Thank to Triangle AMA, we’ve landed both of them to come and speak on May 19 at 11:30AM at the Brier Creek Country Club.

Why Register Now?

  1. This will be awesome.
  2. The event includes lunch.
  3. Jay and Amber are both consistently in top 10 speaker, author and blogger lists for marketing and social media.
  4. The first 100 registrants get a free copy of their new book, The NOW Revolution.
  5. I’ll be there if you are one of the two people that follow this blog and haven’t met me in real life.

Event Info

Exclusive Offer: a free copy of the speakers’ book The NOW Revolution to the first 100 registered attenders for Triangle AMA’s May luncheon. Tell all your marketing friends!

The social media evolution has begun, yet so many companies have yet to adapt. Learn how to retool your organization to apply real-time social media marketing and make it work for you rather than against.

Two leaders in social media strategies, Jay Baer and Amber Naslund, discuss the principles in their book The NOW Revolution, and show you how your company or organization membership can add more speed, smarts and sociability.

Don’t miss out: be one of the first 100 to register for the Triangle AMA May luncheon and receive your own copy of The NOW Revolution at the luncheon.

About the book:

Every customer is a potential reporter, and every employee is a potential spokesperson. Business has changed more in the past three years than in the prior 30. But it’s not a threat, it’s an opportunity. The NOW Revolution shows you how. This book isn’t about how to “do” social media. Instead, it outlines how you can retool your organization to capitalize on real-time business. Learn the seven shifts that make your company faster, smarter, and more social, each explained with case studies, useful tips, and actionable implementation advice. The NOW Revolution is the #3 business book in this April’s Inc. Magazine. (http://nowrevolutionbook.com/)

About the authors:

Amber Naslund is a communication and business strategist and the VP of Social Strategy for Radian6. She’s worked with businesses of all sizes to solve business problems through better communication. (http://twitter.com/ambercadabra)

Jay Baer is a tequila-loving, hype-free social media strategy consultant, speaker, and author that works with major corporations and PR firms to harness the awesome power of the social Web. (http://twitter.com/jaybaer)

 

The Now Revolution by Jay Baer and Amber Naslund – Book Review and Giveaway

In case you’ve been living in a cave, Jay Baer and Amber Naslund have teamed up and published The NOW Revolution – 7 Shifts to Make Your Business Faster, Smarter, and More Social (affiliate link).

Their new book has been receiving rave reviews and I received a copy with the understanding that I would share my thoughts after reading it…

There is a high probability that this book will frustrate you.

Yes… frustrate you, but follow me here. Jay and Amber have decided to tackle the challenge businesses are facing to adjust to being social and not just doing social. For those of us in or around the “social” industry, we completely grasp this concept.

The NOW Revolution is organized into seven sections – the 7 shifts mentioned in the title. Each shift walks us through the process of becoming social, scalable and sustainable. There are action items, questions, summaries and plenty of additional documents linked via Microsoft Tag technology.

But, you’re wondering why this book may frustrate you.

Most companies are not social.

Even the companies that do social.

Most companies have processes and organizational hierarchies that inhibit being social.

If you have a finger on the pulse of where you work… there is a good chance that reading an actionable guide of what you should or can do to infuse social into your business will lead you to the conclusion How the *$&^ am I going to make this happen?

Being a social company is not a fluffy thing. It isn’t a trendy thing. It isn’t creating cool content that is sharable. It is changing the entire culture of your organization and embracing the fact that there are TONS of things out of your control.

If this was an easy thing to do, we wouldn’t need a book, guide, agency or consultant to help.

What will you get out of The NOW Revolution?

  • Lots of ideas for things to do within the workplace
  • A better understanding of scaling social
  • What to look for and cultivate in employees to become more social
  • How to handle real-time crises
  • A more in-depth knowledge of what listening and monitoring really means
  • Potentially frustrated, depressed or overwhelmed trying to make this happen

Again, I’d like to reinforce the fact that if this was easy… every company would be social. This book when read, understood and placed in the correct hands can be a catalyst to help you start the process of becoming social.

Who should read this?

  • Ambitious, social savvy folks that don’t mind overcoming adversity
  • Executives who don’t want to be years behind the curve (hint: you’re already a few behind)
  • Agencies and consultants that are tasked with improving or creating social strategies and business units

This book isn’t a get rich quick scheme. It isn’t a guide to monetize your blog. It isn’t a direct aide to your personal brand. It isn’t something one person can read and do themselves. However, this book is one that can be passed around to a few key folks and used as a guide to restructure, revamp, create or destroy business practices and processes.

The NOW Revolution is one of the better books I’ve seen to tackle the business and organizational challenges of social media and give you a roadmap to improve things.

What one thing is missing?

Jay and Amber are both extremely smart, engaging and funny folks. I never quite heard their voice in this book. This is something nitpicky and probably comes from the fact that I enjoy talking to each of them, but I wish there was a little more of their personalities here. Granted, the goal of this book isn’t entertainment… it is about empowering you to change your business and teaching you how to do that. But, I would have liked a little of the sarcasm and humor I know and love about each of them. 🙂

Ready to get your copy and start changing your business?

I have three copies of The NOW Revolution to give away to folks who need and want one.

Here is how to win a copy:

  • Tell me why you want this book and what you plan to do with it.
  • 1 Entry: Leave your explanation in the comments section.
  • 3 Entries: Write a blog post telling me why you want this book and what you plan to do with it and link to this blog post. Notify me and link to your post in the comments.
  • One book will go to the best answer and the other two will be randomly chosen (which means you have a 3x better chance to win by writing a blog post).
  • I’ll announce the three winners February 25, 2011!

the-now-revolution-jay-baer-amber-naslund

Disclaimer: All four books were received free of charge with the understanding I would write a review (good, bad, or ugly) and give away the extra books. 🙂

PS. Jay and Amber are coming to Raleigh in May for a Triangle AMA luncheon. Stay tuned for more details!