We take you through examples of good ways to reach out to your audiences and help support your brand, as well as point out ways you cannot control your brand.

2. 1. How you present yourself to your audience
2. How you show up (or don’t)
3. Setting expectations

3. Snooty Fox
1. Bad reviews all over the
board, did they matter?
2. Reviews after the Food
Network’s Restaurant
Impossible

4. @CondeElevator
1. Real?
2. Did it hurt?

5. Scotty’s Brewhouse
1. Not an awesome review
2. Scotty (not sure if he
wrote or not) tried to
respond and help

6. @SouthwestAir
1. Southwest has a
social media
engagement policy
2. Damage was still
done
3. Over 1.6 million
followers

7. Examples of YOUR control:
Ads
Your website
Your email campaigns
Your Facebook wall
Your videos
West Coast Tacos:
1. Growing and sharing positively
with their fans/followers
2. Where they’re showing up
3. What to expect

8. Skinnygirl
1. Growing and sharing positively
with their fans/followers
2. Where they’re showing up
3. What to expect

9. Pepsi Refresh
1. Growing and sharing positively
with their fans/followers
2. Where they’re showing up
3. What to expect

10. bluemile
1. Video to show and tell
2. Where they’re showing up
3. What to expect

11. 1. Evaluate where you are today
2. Create a content marketing
plan
3. Consistently and frequently
promote
4. Have an engagement process
for how you’ll react