IDENTIFY: Where can you find product misuse? In 2018 it’s never been easier to discover misuse, and it’s never been easier to educate consumers Traditional social media Facebook Instagram Twitter Pinterest Traditional Tools Phone Email Google Alerts Digital Social Listening Tools Buzzsumo TalkWalker Mention.com Review sites and forums Retailer sites Fan websites FAQ sites Reddit Bloggers Influencers Anywhere you can comment on the internet Video-Search Services Cision Crimson Hexagon Video-Specific Sites YouTube Snapchat

RESPOND: Company Strategy & Consumer Interest Monitor: Wait & See Ask: Personal Approach Inform: Private Message v. Public Post Act: Platform Activation Get Technical: Formal Takedown, Legal C&D Mitigate: Risk Analysis – Escalation & Risk of Backfire RESPOND: Company Strategy & Consumer Interest MITIGATE: Risk Analysis – Escalation & Backfire

When Responding, Have a Plan. Consider… Intended use, consumer health & safety, educating the public Always… Have a response strategy that maintains your brand’s image, upholding its standards and ethics

MONITOR (When / Whether to Engage) If you wait too long, damage done If you engage, you may elevate or validate leading to increased attention to undesired uses If you distance, may rely on proper-use consumers / brand ambassadors MONITOR (When / Whether to Engage)

Consider asking the person posting the misuse to remove, redirect, or correct It doesn’t hurt to ask (but they may ignore/retaliate) Public Message v. Private Message Freedom to Comment: Your Platform/Page vs. Common Ground Deleting comment could cause speculation – especially if published They will find another way Some forums beyond our control, but some tools remain: Company’s IP rights, site terms & conditions Be prepared for NO ASK