Just when you think it’s safe to read your email, a missive comes from Mark Britton,  Avvo CEO,  to all Bloggers: 

Pardon the mass email, but things have been nuts. I would be grateful if you would spread the word. 

Spread the word?  As in, be your shill?  And for free?  Did I miss something?

Now I like Mark.  I mean, we’re not as tight as I am with Paul, but we’re cool.  If he sent me a private email, I’d keep it to myself.  I’m no Avvo rat, you know.  But this was sent, as far as I know, to the entire blawgosphere, so it’s not like I’m giving up any secrets here.

Since when did I become part of the Avvo Advertising Network?   Did I ever do anything to suggest that SJ was available to “spread” the Avvo word?  Rip it on occasion, sure.  Comment on it when appropriate.  But never to “spread” the word.  I never signed up for this.

Confidential to Mark:  Blawgs, at least this one, isn’t here to provide you with free advertising or promote your latest new “thing”.  I didn’t think too much of  the last two new “things” you did, if you will recall, and chances aren’t great that I will think much of the next new thing either.

Now, about this “about me” thing.  Is Avvo the new facebook for lawyers?  Apparently, that’s the idea.  Post anything you want.  Include pics and videos.  “I like poodles and daffodils.”  Mark says this is what lawyers are asking him for.  Not this lawyer, mind you, but apparently someone must think this is where it’s at.

I suppose that there are probably lawyers who want to attach their promotional stuff to their Avvo page.  Not surprising, given the lengths to which lawyers go to advertise these days.  Is this providing the meaningful information to consumers that Avvo claimed was its reason for being in the beginning?  Not quite, since self-puffery isn’t really consumer-helpful, but then no one has to look/read/watch any of it if they don’t want to, so it’s probably not particularly harmful either.

But I wonder how long before young lawyers start posting the stuff about themselves that has found its way into those embarrassing facebook pages, or making claims of greatness that are just outright lies or serious ethical violations.  Will Avvo police the “about me” pages for content accuracy?  How could they?  It would be nearly impossible to know whether posted information was true or false.

And so it slides down, down, down.   I thought Avvo was really doing well, challenging beleaguered Martindale-Hubbell, whose legal hegemony has fallen into the antique bin.  But these new ideas keep reminding that every business model has the ability to grasp defeat from the jaws of victory.

Was this what you had in mind when you sent me the email and asked me to spread the word, Mark?