Using Social Media in Business Disputes Reply

An interesting article appeared in MIT Sloan Management Review.  The author discusses how companies are using social media and PR to level the playing field for legal disputes.  Here is a sample, and the link tot he full article can be found below.

“Large companies frequently exploit their vastly superior legal resources and capabilities to the disadvantage of smaller competitors. 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 competitor’s legal demands. However, I have recently studied 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. I call this technique lawsourcing.”

Source: Using Social Media in Business Disputes