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Civility in the Digital Age: How Companies and People Can Triumph over Haters, Trolls, Bullies and Other Jerks by Andrea Weckerle

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3. The Different Types of Conflicts You’ll Encounter Online

Whether You’re a Global Giant or a Private Individual, You Can’t Escape Online Conflict

Imagine you’re fast food giant McDonald’s and are launching a new feel-good campaign to let consumers know about the company’s commitment to quality ingredients.1 Part of this campaign involves using promoted tweets with two separate hashtags, #MeetTheFarmers and #McDStories. At first things go as planned, but then, suddenly, they turn terribly wrong. Twitter users decide to use #McDStories to vent their dislike of your products, and you find yourself in a Twitter storm wondering how to regain control. Your hashtags have been turned into “bashtags.”2

The criticism and attacks against the Fortune 500 ...

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