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Proactively Prevent Hostile Narratives
Aimed at Executives

Executives and other brand spokespeople are now expected, by the broader market and their employees, to share their perspectives on timely issues and trending topics. Missteps can have a detrimental impact on both a business’ brand and bottom line.

Brand Spokespeople and Ambassadors are Highly Exposed

Brand spokespeople and ambassadors generally use their personal social media accounts to make statements, share opinions, and post responses to current events, politics, and social issues, which makes them perfect targets for online attacks in the eyes of antagonistic groups. Bad faith actors will work relentlessly to provoke hasty responses or manipulate the meaning of a post to get their voices heard.

Consumers Intertwine Brand and Executive Reputation

Consumers do their homework these days. Whether it’s a direct comment an executive or spokesperson makes or an organization or political group they support, consumers see these personal affiliations as signals for what the brand also supports. It’s become very difficult to keep brands separate.

Antagonistic Groups Take Advantage of the Spotlight

Every communicator knows the dreaded situation where an executive is baited into engaging in and legitimizing a conversation. Even worse is when they immediately react. Factions are masters at this tactic, and a brand’s greatest defense is in-the-moment insight that informs spokespersons about who’s really engaging, their motivations and the reality of the overall situational risk, so they can determine the best response.




Case Study:
How Baylor University Protects Brand Ambassadors

Jason Cook, CMO of Baylor University, discusses his experience running values-led campaigns, working with ambassadors, navigating backlash, and explains why a holistic social media strategy now includes the ability to tell the difference between an emerging narrative and a trending topic.

Reputation Management: Play Better Offense With Proactive Intelligence

Protecting your brand is difficult when you are always playing defense. Social intelligence gives brands the ability to be proactive in hostile online environments, more effectively control the narrative, prepare their brand ambassadors for potential risks and better protect the brand’s reputation.

Find Brand Allies and Adversaries
Yonder’s intelligence enables brands to proactively anticipate who will be in support of or against a message and provides real-time key insights on who’s really behind an ongoing attack. Teams can stop making assumptions and gut calls, and instead know exactly what and who they are up against, so they can develop the best plan to respond.
Detect Bad Faith Factions and Narratives Early
Most tools only detect a narrative once it’s already trending. Yonder’s solution helps brands see narratives as they are emerging, often on fringe and non-mainstream channels. This provides the brand with a crucial window of opportunity to scenario plan and align with key executives and spokespeople to determine the strongest path forward.
De-Escalate Situations Before They Get Worse
In the midst of a potential incident, chaos and frustration often take over. Yonder’s incident deep dive analyses and reports provide clarity on the situation at hand – who’s behind it, whether it’s authentic, where it’s likely headed and how much risk the narrative poses. This presentation-ready intelligence is key to quickly aligning teams and making the best decisions on whether and how to act.

RESOURCES

Start to Put Social
Intelligence to Work

This retailer avoided getting dragged into an online petition targeting the fashion industry.
Wayfair had to deny conspiracy theories about child trafficking on their site.

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