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Legal firm launches social media reputation protection agency En Garde

The battle to lead marketing strategies within social media – which has seen PR, social media, digital, and even media agencies lay claim to the emerging turf has a new challenger – law firms.  

Sydney legal firm Turner Freeman has created a joint venture with comms agency SR7 to launch a joint venture – En Garde – in what it claims may be a world first.

En Garde will target corporates, government departments and institutions and offer auditing and monitoring of social media networks “for potential threats” including helping “prevent social media marketing campaigns from becoming a platform for inappropriate content or attacks on brands”.

Turner Freeman partner Steven Penning said: “The management of online risk should be approached with the same diligence afforded to traditional risk factors such as financials, operational and material. Social Media risk can be managed properly if appropriate mechanisms and procedures are put in place and legal counsel who understand the medium are used.”

James Griffin, who is a partner and head of Monitoring and Analysis at SR7, said: “Clients are being panicked by their agencies into creating social media marketing and PR campaigns often without due diligence being performed,” Mr. Griffin said. “Clients must know what people are saying about them or their products on Social Media before campaigns are launched.”

At yesterday’s Australian Marketing Institute conference in Sydney, Melinda Upton from legal firm Blake Dawson warned that marketers need to keep a tight grip on the legal issues around social media.

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