A key brand strategy for combating internet trolls

Unlocking the untapped passion of positivity

On social media, brands have ways of dealing with negativity. The industry has gotten quite good at one-on-one interactions and has small tactics for bringing customers back to a place of satisfaction. However, there will always be a subset of what we refer to as "trolls" that can be quite damaging. How do we deal this group without reflecting poorly on our image?

Amy Jo Martin, New York Times bestselling author and entrepreneur, speaks about why brands should spend time researching how to unlock the same level of positive passion from fans and followers to create an online community of loyalists to protect your brand.

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Article written and video edited by media production supervisor David Zaleski.