Methods for addressing trolls vary . Some companies take the proactive step of implementing an approval system for social media posts to help ensure that potentially inflammatory content doesn ’ t get posted in the first place . Other organizations choose to allow a post from a troll — for example , a negative comment on a specific topic — to remain on their site , using the situation as an opportunity to post a helpful response , address any misinformation , and demonstrate to their online community that they are committed to addressing the community ’ s concerns .
If negative comments are posted continuously , an organization could choose to respond once in a helpful way , but conclude with the statement that similar negative comments will be deleted . Alternatively , an organization may wish to simply delete or block a troll ’ s posts . “ The first rule in troll response is to avoid getting emotional ,” says English . “ If you feel as though this person is being intentionally malicious , consider the fact that they want you to ‘ fight back ’— that is the reaction they are prepared for , so consider another course . In many cases , ignoring the troll and deleting related comments is the best option . Remember , intentional trolling isn ’ t about having a two-way debate and trolls have worked to set up a situation where it is often a losing proposition to respond publicly . “ If you feel obligated to respond , evaluate the opportunity to take the high road . Maintain your calm and professional manner , and remember that not responding publicly is an option you should evaluate .” “ Some trolls are not easily dismissed and simply ignoring them won ’ t be enough ,” says James Caron . “ Here are three ways to deal with persistent trolls : First , choose your social platforms carefully . If you find yourself or your business suffering repeated attacks , choose to engage on platforms that offer enhanced administrative or moderating functionality . You want to be able to track your contributors ’ accounts and email addresses as easily as possible . If the need arises , you ’ ll be better prepared to take decisive action .
“ Second , contact the moderator . If it ’ s your business ’ s Facebook page or Twitter account , this is easy , because you ’ re the moderator . But for some channels , you may have less control and need to deal with a third-party administrator . Encourage your community of followers to direct complaints about the troll to a moderator . Similar to an online petition , the more complaints a moderator receives about a specific contributor , the more likely they ’ ll be to take action . “ Third , silence them . Use your administrative control or request that the third-party moderator block the troll ’ s IP address or have their comments muted from your reader ’ s view . Some platforms allow you to accomplish this without the troll ’ s knowledge ; they will continue to post without knowing their comments are being hidden from view .”
Control the message before it controls you To proactively prepare for the possibility of Internet trolls , establish a policy for user comments . Identify the types of comments that are and are not acceptable on your site — for example , many businesses do not allow anonymous or disrespectful comments , personal attacks , or comments that promote products . You may also wish to create a policy or outline a procedure that employees can take if an unacceptable comment is posted ; this can include outlining specific steps employees can take to document unacceptable comments , as well as the response they should then make . Some organizations also choose to post a code of conduct for online behaviour on their social media platforms . “ Depending on the communication platform you ’ re using , some social networks and websites have tools that let you choose which comments are approved ,” says English . “ You can ’ t , however , prevent someone from attempting to troll you on Twitter — in this case , ignoring the troll is often the best option .
“ While there ’ s nothing definitive you can do to avoid the unwanted attention of trolls ,” he adds , “ there are things you can do to limit their efficacy , such as maintaining separation between your business and personal accounts and maintaining rigorous privacy settings so that the trolls are presented with less easy targets .” “ Strong businesses rely on their social platforms to engage with and excite their audience ,” says Caron . “ Ensuring that one disruptive presence doesn ’ t spoil the great online interaction you ’ ve cultivated is vital , so you may want to consider developing a policy moving forward . Trolls may be a modern invention , but , ultimately , they are seeking an age-old resource : attention . Make sure you give them the right kind .”
Don ’ t let a troll tarnish your brand You can help your organization navigate change within the online environment — an environment in which most businesses operate today — by planning ahead and being proactive . Putting policies in place to quickly handle any unwanted online attention will go a long way to protecting your brand — and your business .
Leah Giesbrecht is a communications coordinator in the external affairs and communications department at CPABC . Leah would like to thank Monica Chan , BBA , LLB candidate , for her contributions to this article .
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