Session Details

eventAugust 28
schedule3:15 pm - 3:15 pm
location_on Room 1

The Era of the Social Brand Troll: How We Got Here and What You Should Do

The foundation of social media connection has remained intact throughout its existence – opening up opportunities for brands and consumers to interact and engage. But is all engagement effective? With the US Air Force making jokes about drones and Wendy's building a reputation of snark, consumers and media are starting to question if brands have gone too far in their quest to interact with social media audiences. A February 2019 article from Vice Media goes further to question “Do we actually want our brands to be that "human"?” This session will discuss the effects of social brands trolls and provide you with items to consider when pursuing this type of online engagement. After this session, you’ll be able to:
  • Understand the impact of social “troll” marketing on consumers and public sentiment
  • Use specific criteria to evaluate whether this form of social connection is right for your company
  • Gain clarity on what contributes to valuable “human” relationships and engagement on social
Brand Strategy
Marketing Strategy