Using social media in business disputes

• Autores: David Orozco
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 2, 2016, págs. 33-35
• Idioma: inglés
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• Resumen

  • Frequently, the mere threat of litigation and the prospect of an expensive, prolonged lawsuit is all that is necessary to persuade a smaller business to acquiesce to the larger competitors legal demands. However, there is an emergent defensive strategy that turns the tables on large companies when they legally threaten smaller enterprises. The approach involves soliciting public support, typically through social media and public relations, in hopes of achieving a favorable outcome. This technique may be called lawsourcing. Lawsourcing is a variation of what is often referred to as crowdsourcing. Lawsourcing campaigns can provide significant benefits, including greater brand awareness and loyalty and increased sales. With the proliferation of social media and stakeholder activism, and increased regulatory oversight, companies are doing business today in an environment of heightened transparency. This transparency brings risks and rewards.