1. 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
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

2. 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

3. 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

4. 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)

5. 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