All companies understand the value of building and protecting a brand, but most do a poor job of protecting it against the risks posed by the ever-increasing power and influence of new media. Three of the most prevalent ways that new media can be used to tarnish a company’s brand are: 1) establishment of gripe sites; 2) social media use by current employees; and 3) social media use by former employees. Gripe sites are websites erected specifically to complain about or criticize a brand, and typically use URL addresses similar to the brand they are criticizing. Once a gripe site is established, organizations often encounter what may be insurmountable difficulty in shutting the sites down. For employees, both current and former, carefully drafted policies and employment agreements may be helpful in mitigating new-media risks. According to Andrew Martin, an attorney with Scott & Scott, LLP: “Instead of attacking gripe sites after the fact, the better option often is to try to register gripe-oriented domain names to stop others from setting up the negative sites. In addition, organizations should implement acceptable Internet use policies that curb new-media abuses by current employees, and they also should consider the possibility of post-termination incentives to prevent former employees from posting harmful content to the web.” For more information on how to protect your company from online brand attacks, please contact Mr. Martin at 800-596-6176 or amartin@scottandscottllp.com.