Some companies are stupid, and eperks may be the stupidest

I admit I haven't paid as much attention to the Vlad Zablotskyy controversy as I should have, although I read the intial reports of eperks' tactics and then the announcement they are suing Zablotskyy. If all the charges regarding eperks employees seeding false stories and allegations against VZ are true, then it appears VZ has the best case and will prevail.

The whole ordeal is stupidity run rampant. It's also a prime example of why companies need experienced marketing people who understand web 2.0.  A visible point-person for marketing can manage reputation and give the human touch to a company. Recently, Gia and Grant Freer at Realseekr are superb examples of giving companies a face and managing reputation. Louis Cammarosano at Homegain is a good example -- Rudy at Trulia is a good example -- David and Drew at Zillow are good examples. Who is the point-person for Realtor.com? Some insiders might know, but I have no idea.

To go even further, aside from the talking pictures of Coldwell and Banker, who are the faces of the national real estate companies? Eperks has quickly become a faceless example of incompetence and arrogance with no one at the point to build reputation and create a viable, trustworthy presence. There is probably a committee involved.

If eperks had someone engaging the 2.0 community, answering questions and describing a business model, all in truthfulness, they could have had a good beginning, instead of tripping over their gamesmanship and walking around with their zippers down. You don't sue your critics, you engage them, win them over, or at least establish respect.

Eperks is an example of a low IQ company. Web 2.0 IQ is established through transpanency and engagement, not trickery, corporate buffoonery and legal reaction. The courts are crowded with serious cases, and for eperks to drag a blogger into court because of their own incompetence and poor business planning is ridiculous.

(Photo from www.buffoonsneedle.com)