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Managing Negative Sentiment and Trolls on Social Media — When and How Should You Respond?

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Keyboard warriors. They’re everywhere these days — or at least that’s how it feels. Maintaining positive sentiment with your audience is critical to building a lasting relationship, but social media trolls can turn an innocent mistake or misinformation into a public relations crisis overnight. In order to avoid lasting damage, it’s important to know when and how to respond to your harshest and most vocal critics.  

In this session, you will learn the tools you need to have in your toolkit to be prepared for the inevitable moment when something goes wrong on social media. We’ll discuss how to monitor the conversation, best practices for engaging (or not), and the building blocks of a good social media crisis plan.

Attendees will leave with a better understanding of:

  • Tools for monitoring sentiment and conversation about your company
  • Framework for deciding when to engage with trolls
  • How to build a successful social media crisis plan


Megan Weiler
Senior Director of Social Engagement
American Red Cross

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