Receiving Unwanted Attention Online ?
How to Deal with Internet Trolls
By Leah Giesbrecht
Social media platforms enable businesses to build an online presence while engaging with stakeholders and showcasing their expertise directly with potential customers . However , there are challenges and hazards involved with using these platforms , especially when your business attracts unwanted attention from an Internet troll . How should businesses handle and respond to unwanted attention and comments from individuals online ? Is it really that big of a concern ? This article examines the impact of trolling and describes safeguards businesses can take to protect their brands . It features commentary from James Caron , an account manager at Watershed Group , an advertising and communications firm in Vancouver , and Dustin English , a front-end developer at Ballistic Arts Media Studios Inc ., a digital marketing agency in Coquitlam . We thank them both for sharing their insights .
What is an Internet troll ? Inflammatory or off-topic messages posted in an online community are generally the work of an Internet “ troll ”— a person who posts with the intent of provoking an argument or disrupting a conversation . When defining an Internet troll , it can be helpful to remember what a troll is not : an upset member of your online community , such as an unhappy customer . Customers are likely to use a company ’ s social media site as a way to provide feedback , and this direct , unfiltered feedback — whether positive or negative — can provide valuable insight into the strengths and weaknesses of your products or services . 1 Moreover , while trolls and upset customers can appear similarly angry , an upset community member is usually seeking a resolution ; this means that if you provide good customer service , he or she will be prepared to work towards a solution and conclude the discussion . Conversely , a troll is likely to meet helpful comments with more disruptive remarks and to show no interest in reaching a resolution or ending the discussion . Among online platforms , trolls are most likely to target social media sites . A 2014 survey on online harassment conducted by the Pew Research Center found that 66 % of respondents who ’ d experienced online harassment had most recently experienced it on a social networking site or app , whereas 22 % of survey respondents had encountered harassment in a website ’ s comments section , and 10 % had experienced it on an online discussion site , like reddit . 2
“‘ Troll ’ is sometimes misused to refer to someone who voices an opinion online ,” says Dustin English . “ In reality , an Internet troll is someone seeking a reaction by goading the recipient into an emotional response . Oftentimes , ‘ trolling ’ doesn ’ t involve the troll being angry at all , or even expressing his or her own opinion — the troll is simply interested in eliciting an emotional reaction and often won ’ t hesitate to be cruel to get it .”
How to respond to trolls Organizations invest significant resources to establish credible , positive brands , and a key component of their branding is their online presence . Therefore , it is important for your business to address trolls effectively and promptly , as their inflammatory and / or defamatory comments have the ability to influence the opinions held by your online community and even damage your brand ’ s reputation .
Research published in the Journal of Computer-Mediated Communication in 2014 found that uncivil blog comments can affect risk perception . Participants were asked to read an online article describing the risks and benefits of a fictitious nanotechnology product , and those who saw negative comments at the end of the article were more likely to doubt or question the product ’ s benefits than those who saw civil comments . 3 ( Note : This finding refers to participants who did not support nanotechnology .)
1
Steven Telio , “ How to Collect Customer Feedback Using Social Media ,” UserVoice Blog , January 2016 , community . uservoice . com / blog / customer-feedback-social-media .
2
Pew Research Center , “ Online Harassment ,” October 2014 , pewinternet . org / 2014 / 10 / 22 / online-harassment .
3
Ashley A . Anderson , Dominique Brossard , Dietram A . Scheufele , Michael A . Xenos , and Peter Ladwig , “ The ‘ Nasty Effect :’ Online Incivility and Risk Perceptions of Emerging Technologies ,” Journal of Computer-Mediated Communication , 19.3 ( April 2014 ). Version of record online : February 19 , 2013 , onlinelibrary . wiley . com / doi / 10.1111 / jcc4.12009 / full .
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30 CPABC in Focus • Mar / Apr 2017