Listen to me speak about online reputation management long enough and you’ll hear me talk about the importance of "hosting the conversation" when under attack.
Here’s a great example of that, courtesy of Last.fm which found itself the victim of a "vicious and completely false rumour." The music service tried what many companies try:
I denied it vehemently on the Techcrunch article, as did several other Last.fm staffers. We denied it in the Last.fm forums, on twitter, via email – basically we denied it to anyone that would listen, and now we’re denying it on our blog.
And, the "denying it on our blog" part is the best way to host the conversation. Instead of playing rumor "whack a mole" Last.fm’s blog post hit Techmeme, achieved 1177+ Diggs, dozens of comments, and positioned itself as the official response to the allegations.
Oh, and the title of the post? "Techcrunch are full of sh!t." Not my normal style, but effective at bringing the conversation to their site, don’t you think?