Learn the 4 types of Social Media complainers and how they have different motives and needs. Also gain insight into how to resolve crises issues effectively while minimizing the risk to your brand.

1. BADVOCATES:
TROLLING FOR SOCIAL GOOD
Anna O’Brien
@annaobrien
Randomactsofdata.com
March 2012

2. Crises will always happen…
Because they are part of human
nature

3. What is a Meme?
Meme: An idea that spreads from person to person within a
community.
A meme acts as a unit for carrying ideas, which can be
transmitted from one mind to another through communication.
Memes self-replicate, mutate and respond to selective pressure

4. Social Media Crisis is Like a Virus
A meme is essentially a mind virus.
Like a virus, a crisis can be
unpredictable, evolve and become a
dominate force quickly and
unexpectedly.
If the crisis “mutates” it becomes
strong and more resistant to social
media “antibiodics.”

5. What Does Social Media
Mutation Look Like?

7. People Are Fundamentally Self-Interested
People make decisions based on what
is in their best interest
The overall group dynamic may effect
the decision making process, but in
unexpected ways
Understand what motivates an
individual’s actions and you will be
able to understand how to best
respond to them

8. Herd Theory: Crisis and the Masses
When people act together as a group
they can act without planned direction
Each group member reduces the risk
to themselves by sticking as close as
they can to the group mentality
While this looks like a group moving in
mass, it’s actually a collection of self-
serving individuals

9. Why should you care?
The global average loss from social media gaffes for
business is £2.72 million.

10. But what causes
these crises?

11. Disgruntled Employees

12. Confidential Information Leaks

13. General Misunderstanding

14. Stupid Decisions

15. But 76% of these crises could
have been averted with ‘proper’
social media investment

16. The Best Offence, Is Defence

17. Educate Your Employees

18. Pay Attention to Online Discussion

19. Plan Ahead For A Crisis

20. Most importantly understand the
types of common complainers…
And prevent them from
escalating into crises

21. THE COMMON COMPLAINER CUBE
Logical
Badvocates Fame Seekers
Attention
Solution
Focused
Focused
Free Loaders Trolls
Illogical

22. It’s all about me
• Driven by attention, Fame seekers
will prolong a problem as long as
possible.
• Individuals, organizations and causes
can be Fame Seekers
• Engagement is often malicious; every
action made by the brand will be
exploited and twisted in the Fame
Fame Seekers
Seekers favor

23. How To Deal With Fame Seekers
1. Understand the consumer dialogue surrounding the incident; is it
actually about your brand?
2. If at fault, issue a statement and personally contact the individual
and make all efforts to resolve the situation; if possible play into
their needs and make them the star of the resolution
3. Release a public statement on all channels; avoiding any
arguments not related to the initial issue
4. Rely on advocates and media to manage the conversation further
5. Monitor the conversation and determine if an issue escalates and
becomes backed by Badvocates

24. Fame Seekers: A Case Study

25. It’s all about the lols
• Driven by amusement, a trolls sole
goal is to get a rise out of a brand or
organization
• A troll is usually an individual and
more often then not there is no
reason to interact with a brand
• The discussion is likely to be illogical
and humorous in nature, rather than
Trolls
malicious

26. How to Deal With Trolls
1. Find the root cause of conversation ( this might be challenging)
2. Respond to the root issue, but do not engage in the argument
3. If possible and on brand, join in on the humor
4. Move on from the issue, focusing too much brand attention will
encourage more trolling

27. Trolls: A Case Study

28. It’s all about free stuff
• Free Loaders want free stuff and
often will make hallow threats in
attempts to achieve their goal
• You should assume that any
exception you make for a free loader
will be immediately communicated
to every and all voucher sites
• The freeloader will be more informed
Free Loaders
about your organization than you
are. Be prepared.

29. How To Deal With Free Loaders
1. Understand the consumer argument
2. Apologize if necessary
3. Decide if activity warrants some type of reimbursement; do not
break standard company policy
4. Contact and resolve out of social media channels
5. Comment on original issue if necessary, once the problem has
been resolved

30. Free Loaders: A Case Study

31. It’s all about respect
• Badvocates don’t’ hate the brand,
they hate the way they’ve been
treated.
• These individuals often see
themselves as vigilantes for the
consumer and feel they are
complaining for the greater good.
• Badvocates will not be content with a
Badvocates
resolution to their issue alone; they
prefer to see how a brand will change
its practices as a result

32. How To Deal With Badvocates
1. Be quick to respond; “He who talks first, wins”
2. Explain the thinking behind the original action and apologize
3. Show how your company plans to correct the issue and what steps
you are taking to prevent similar mistakes in the future
4. Apologize again, and continue to listen and respond to the
conversation

33. Badvocates: A Case Study

34. Thank You!