NBC News interviewed me about the trolling of the Ivanka Trump brand. Seems like “fake reviews” are joining “fake news” as a thing. The consumer is savvy enough to tell the difference.
As I told NBC, the trolling of all Trump brands is likely to continue as a dissatisfied segment of the electorate works out its issues, from marching in front of the Trump buildings here on the Upper West Side of New York to writing snarky reviews on Amazon. These people in the “bucket of disaffecteds” have few other easy avenues for venting their frustrations. Trolling is an easy way to express unhappiness without effort or risk–but also without much impact.
Trolling Ivanka Trump Brand Ineffectual
The effect of Trump trolling on the brand is negligible. People who buy the Trump brand like the Trump image or the product behind it. Trolls don’t impact that. People who despise Trump will continue to shun the Trump brand. Given the massive level of Trump publicity, consumers are already predisposed to like or dislike. They aren’t going to Amazon reviews to form those opinions. Trolling isn’t going to sway a consumer one way or the other. It has zero marketing impact. Trump brand managers can ignore the phenomenon.
For other brands subject to trolling, finding out what is driving trolls and who is doing the trolling is an important first step. Responding with a calm, measured, fact-infused way puts your side of the story out there. Consumers are savvy. They can spot fake reviews as easily as they can spot fake news. Beyond making sure the consumer has access to the facts, let the trolls troll on. They are frustrated people precisely because their trolling has little impact. Don’t feed that beast.