Is your brand getting a lot of negative response on social media? There are ways you can manage that. Nichefire founders, Michael Howard and Khalil El-Amin go over tactics on how you can navigate the negativity on social media.

1. Navigating Negativity on
Social Media
Michael Howard | Khalil El-Amin

2. Your Presenters
Michael Howard
CEO
Khalil El-Amin
CBDO

3. Your Competitors
Understood.
Our passion is revealing unforeseen truths
about you and your competitors. We do this
using social media data and AI.
Our goal is to answer 3 questions for you:
1. Who’s winning in your space?
2. How/why are they winning?
3. How do people feel about them?

4. Dissatisfied customers tell 9-15
people about their experience.
Source: White House Office of Consumer Affairs

5. Negative Emotions
Are Contagious
Negativity Influences People:
● How?
○ Emotional Contagion
○ Stronger emotional stimuli
● So what?
○ Engrains consumer biases
○ Multiplies negative brand
affinity

6. How do you use negativity to
your advantage?

7. Agenda:
● Best practices for navigating negativity
● Spotting competitive advantages
● Unique campaign tactics

8. Let’s go over some best practices.

9. Respond to Your Promoters!
● Stressed users often leverage public facing
platforms for customer service inquiries.
● Many platforms will highlight comments
that have interaction from the author.
● Show appreciation - respond to positive
commentary!
● Timeliness is key! You can turn around a
negative engagement!

10. Use Content that Commands Positive Engagement
● A lesson on authenticity: people
can smell bull s***
● Provide value or tell a great story -
positivity can be contagious too!
● Give them a reason to respond
positively - “turn the tables” with
your content

11. How do I use that negative feedback?

12. Spot a Crisis Brewing

13. Discover Your Own Weaknesses
● Listening can help you identify
where you are weak
● Leverage customer feedback to
prioritize issues

14. Identify a Competitive Advantage
● Same thing with your weaknesses
- BUT using the feedback from
competitors to prioritize issues.

15. Other ways you can use
negativity.

16. Bonobos Example
● Bonobos YouTube Ad Campaign:
#EvolvetheDefinition
● Ads placed on more conservative
channels to provoke negative
response
● 10x higher views than any of their
other videos

17. Thank you!
Michael Howard | mhoward@nichefire.com
Khalil El-Amin | kelamin@nichefire.com