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How to Keep a Community Positive, Even When It Doesn't Want to Be

Cassandra Hoglund  (Social Media Marketing Manager, Proletariat Inc)

Location: Room 202, South Hall

Date: Friday, March 25

Time: 11:30 am - 12:00 pm

Pass Type: All Access Pass, Core Pass - Get your pass now!

Topic: Business & Marketing

Format: Session

Viewing Experience: In-Person

Vault Recording: Video

Audience Level: No

Explore a variety of strategic directions for addressing consistent negativity in your game's social audience. We will explore some common root causes of negative sentiment, such as poorly received updates and misaligned expectations, along with healthy ways to help your community overcome them using options on a scale of "Most Direct" to "Most Subtle." Learn how you could be fostering some of this negativity with your moderation choices, what an advocate looks like, and how to shift focus away from inactionable feedback from real-world examples with titles like Spellbreak, Boyfriend Dungeon, and Abandoned. We will discuss action plans for a wide range of brand tones and have options even the most socially anxious dev can roll out for the health of their communities.


Leave the talk with an arsenal of strategic options to address negativity on your brand's social channels regardless of the cause, including how to effectively moderate, when a public statement can be helpful, and how to encourage advocates of your game.

Intended Audience

This talk is intended for indie developers who are either currently struggling with negative sentiment or would like to prepare for any unforeseen negative campaigning in their community. There is no prerequisite knowledge required, as we will go through examples together.