WHEN UGC GOES WRONG: HOW SMART BRANDS REACT TO CONTROVERSY

Summary from the TLDR Marketing newsletter

Companies should prepare a crisis communication plan to use in the event that misinformation, misleading content, negative UGC, or hoaxes about the brand begin to spread online. Never attack an online user directly and only respond to a harmful message if it gets widespread attention first. When responding, consider the objective of your message and explain the “why” in your response.