Wednesday, May 18, 2016

"How Brands Get the Most Out of Trolls"


By now, this is a familiar template: 1. Brand implicitly endorses a mainstream progressive cause. 2. Small band of monsters reacts predictably. 3. Right-thinking Americans rush to embrace and defend the brand. Sometimes the backlash comes from stray jackasses on social media, other times from organizations such as the conservative media watchdog organization One Million Moms, whose recent efforts have included protesting Campbell’s Soup and Chobani ads for featuring gay couples. No matter how the fracas plays out, everybody wins in the end: The trolls get attention, responders get the warm and fuzzy pleasure of combating hate, and the brand comes out looking like a crusader for justice.