Don’t Feed the Trolls… Hug Them (Digitally): The Art of Turning Online Fury into Brand Loyalty
Nicki Snyder, American Road Group
In today’s always-on digital world, it’s well known that brands don’t just receive reviews, comments, and complaints. They’re watched for how they respond to them, and this is more important than ever before, as consumers grow skeptical of polished marketing, AI-generated content, and brand promises.
This session will take you through how to ensure your brand strategy reflects online engagement that builds a trusted community. Embrace the chaos of comment sections and review platforms, using authenticity, consistency, and a little humor to disarm critics and build long-term loyalty.
Packed with a few spicy real-world examples of successful creative and quiet engagement strategies, you’ll be shown how even the angriest post can become a golden opportunity. Understand why every single review matters (yes, even that one), why bots don’t cut it, and how a consistent brand voice—carried by real humans—can turn digital friction into connection.
This talk is perfect for marketing leaders who’ve ever thought, “”Should I reply to this…?”” Because the answer is inevitably: YES.