Sigh… here we go again… it seems the people from 2Clix haven’t attended any of my talks over the last couple of years where I have explained why jumping the gun and suing a blog/forum/podcast for a couple of negative comments about your company/product/people is just plain STUPID.

I heard about this via Daniel Bowen’s GEEK RANT blog (well via his Twitter post actually) but the original story is up here on Whirlpool.

Here is the substance of the blog post on Whirlpool:

Whirlpool founder Simon Wright is being sued by accounting software firm 2Clix Australia Pty Ltd (ACN 118 044 198) for alleged “injurious falsehood”.

The Statement of Claim from the company alleges that Simon Wright allowed statements “relating to the Plaintiff and its software product that are both false and malicious” to be published on the Whirlpool forums.

2Clix is suing for at least $150,000 (plus costs), and is demanding that two forum threads be removed from the site.

Whirlpool believes the action has no merit and will defend the matter vigorously, despite being a community website with little resources.

Does anyone remember Warren Kremer Paino Advertising? The same thing I said to them back in April 2006 I say now to the folks at 2Clix:

Take some free advice – retract the charges and get on with business. This is a no win situation for your company. You will forever tarnish your reputation. Every time someone Googles your company in the future all they are going to read about is how you sued a small-time online forum over a couple of negative comments. This isn’t a winnable situation for you. Your Googlerank will be screwed FOREVER. No amount of money can buy it back. Bail out now.

You’ve got two choices:

1. You can pursue this matter and try suing the entire blogosphere who will comment on it. It won’t even matter if you win against Whirlpool – there will be ten thousand blogs talking about the case.

2. You can accept that negative feedback is a part of doing business and learn how to manage the online process effectively. Call me (+61 400455334). I can advise you.

Oh and everyone else – you can digg the original Whirlpool post here.

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