The Reaction Roadmap: How Brands Can Thrive in Social Media’s Call-Out Culture

Opinion: If you don’t respond to call-outs on social media, you will suffer the consequences

Brands, let it be known: If you don’t respond to call-outs on social media, you will suffer the consequences.

Thanks to channels like Twitter and Facebook, brands can be a more active and important part of shoppers’ lives. And for the most part, the expanded volume and frequency of consumer-brand interactions is a great thing. However, increased communication opportunities come at a cost: Not everything consumers say online is positive.

From reactions to large-scale campaigns to shoppers sharing confusion around products, consumers have an impactful role in shaping the perception of a brand’s presence online.

Whether it’s a 140-character tweet or an hour-long rant, social media has given people the agency to call out the things that matter to them most, for better or worse—no topic, brand or individual is safe from the call-out culture.

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