Jennifer Laycock

Jennifer Laycock


Search Engine Guide readers seem to like it when I use real world examples to share information and insight about the world of online marketing. So today I'm going to do it, but I'm going to let you know that the real world example today is me, and the fact that The National Pork Board has threatened to take me to court. Why? Well, it's all about how easy the Internet has made it for overzealous lawyers to go hog-wild shooting off emails and threatening expensive court battles against anyone and everyone to get their way.

You see, one of the great things about the Internet is how easy it's become to find information. A quick Google search can help you compare dozens of similar products. A visit to Yahoo can give you hundreds of different news perspectives of a single story. Unfortunately, those powerful search engines can also let a lawyer quickly round up the email addresses of hundreds of small business owners, bloggers or online hobbyists. When the work to gather contact info is so easy, it's awfully tempting to stop being so selective about what battles you choose to fight. After all, how long does it take to change a few words in a template and shoot it off to dozens, hundreds, or even thousands of small business owners. If you're a large corporation with deep pockets, you know that even if you are wrong, no one has the time or finances to fight you.

Ahh...but is that really true? See, as much as I've ranted about social media lately, it DOES serve a purpose. Social media is a fabulous way to spread the word about interesting news, social injustice, cool new gadgets and anything else that might get talked about around the water cooler. Social media is grassroots marketing on speed. So the question becomes...what happens when Goliath sends an email out to the David that knows a little something about this new movement called social media? What happens when legions of bloggers, forum participants and social bookmarkers start spreading the word about these types of injustices?

Does the little guy suddenly have a chance?

Shall we find out?

Visit the Lactivist blog to find out what all the fuss is about.

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Search Engine Guide > Jennifer Laycock > When Internet Users Strike Back

Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.