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SXSW Interactive 2016

Think Like a Troll, Act like a Brand

Online haters don’t like it when brands show up in their Twitter feed. They came to have a conversation about a trending topic (like Caitlyn Jenner’s stunning Vanity Fair cover), not see a brand invite her to eat pizza at their chain restaurant.

But when brands do something remarkable and put themselves in the mind of the haters, they end up creating content people want versus find an annoyance. Charmin flooded Twitter with creative tweets and turned haters into fans.

The same team that brought “Redefining Realness For Brands on Twitter” to SXSW 2015 will help you (the brand) make a plan for creating great, engaging content -- and how to respond to the haters on the fly.

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  1. Play devil’s advocate when writing your content. Is there something insensitive you didn’t think of (i.e. FAFSA's "I'm Poor" meme). We'll explain how.
  2. Intimately understand your brand and its relationship with the public: get in a "haters" head and think about how to please them, not just loyalists.
  3. Hashtags: Are they worth it every time, and moreover -- being very careful in your selection. More often than not, this leads to more bad than good.



John Colucci, Engagement Editor, Engadget

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