Think Zagat for lawyers except that Avvo uses its own algorithm in conjunction with publicly-available information to generate its ratings. Personally, I think a combined Zagat/Amazon approach would generate more reliable results and better protect Avvo from lawsuits.
Speaking of which, Steve Berman of Hagens Berman Sobol Shapiro has filed a class action lawsuit against Avvo even though the site just launched earlier this month. Talk about jumping the gun. See Browne v. Avvo.
Berman has a point. I just take issue with his method. A class action lawsuit comprised of a bunch of whiny lawyers is not likely to generate much sympathy.
Wake up class — it's 2007. Like it or not, you can no longer completely control what the world thinks of you. And the answer doesn't lie in a lawsuit.
The lawsuit lists criminal lawyer John Henry Browne as the representative plaintiff.
Like I said, he and Berman make some valid points. For example, Avvo's CEO Mark Britton has an 8.2/10 rating. That's like us giving us one of our TechnoLawyer @ Awards. Britton should pull his listing from Avvo.
Also, my rating is 6.4 (Good) whereas Browne's rating is 5.5 (Average). I practiced law for 4 years before jumping ship to start PeerViews whereas Browne has practiced for 35 years. Can an average lawyer remain in business for that long and represent high-profile clients like basketball stars and police chiefs?
But the biggest problem is that Avvo cannot possibly take into account a lawyer's work product since much of it never becomes public.
Case in point — I wrote some pretty amazing research memos in my day, including a 50 state survey for a celebrity CEO about how he could legally spy on his employees. This memo was was a top secret project. As far as I know, the memo had an audience of just three people — me, the partner who assigned the project, and the CEO. I was told not to discuss the project with my colleagues. During those 3-4 weeks, I was shielded from other assignments.
How could Avvo possibly rate me on this research memo?
But be that as it may, I think we need Avvo. Or more precisely, those seeking legal services need Avvo. It's just that consumers need an Avvo with a more transparent Zagat-style rating system driven entirely by clients and ex-clients — plus Amazon-style reviews to go along with the ratings.
That's my take. What do others think? Check out the June 18, 2007 Lawyer to Lawyer podcast in which hosts J. Craig Williams and Bob Ambrogi interview Browne along with Carolyn Elefant and Denise Howell.
For his part, Browne lists some amusing errors on Avvo (e.g., deceased lawyers), but he weakens his case by dishing out over-the-top pronouncements (e.g., "The people that run Avvo completely lack integrity because the system is basically a joke.").
But at least Browne showed up. Avvo was a no-show despite an invitation. Then again, Avvo is facing a lawsuit thanks to Berman and Browne. If you watch enough Larry King, you'll note that plaintiffs typically want to discuss their case while defendants typically shun the media.
The two stars of the show are Carolyn and Denise who make many excellent points, including the following:
• Most state bars do not provide lawyer ratings or reviews so you can't blame Avvo for seizing an opportunity.
• If Avvo shuts down, it should be the result of market forces, not a lawsuit.
• Google doesn't disclose its algorithm because doing so might enable people to game the system so why should Avvo?
• You cannot opt out of Google so why should you be able to opt out of Avvo?
• A site like Avvo could help raise the profile of outstanding lawyers in small firms.
Bottom line — Avvo launched prematurely and needs to fix its ratings system, or better yet, replace it with Zagat-style ratings and Amazon-style reviews. Plus it should slap a "beta" disclaimer on its Web site. And Berman and Browne should drop their lawsuit.
About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.
