In the recent Giggs case, his lawyers tried to pursue Twitter, but this only provoked a massive avalanche of retweets, ending finally with Giggs’ identity being revealed in parliament.
The legal action added a lot of fuel to the fire. The story got a lot more publicity than it would have done if they had just followed the sensible route, of calling in some Google experts, such as ourselves. As well as being potentially a lot more effective, without the risks of fuelling the story, it is also considerably cheaper. Giggs’ legal bill is estimated to be close to £200,000.
This follows in the wake of other unsuccessful attempts to squash the story of sex scandels by legal means including Andrew Marr, Sir Fred Goodwin and John Terry.
This is the Age of the Internet. Google and social media have turned into a monster that cannot be tamed by overpriced, cumbersome and archaic lawyers. Sure they have their place, but these are new times, so new tactics and strategies are needed if your reputation is going to remain intact.