Not everyone on the internet is there to support you, or even ignore you. Some get kicks out of trolling, or making life difficult for others. Often this is done anonymously, but many times people comment on posts with their own name, and happily say things they wouldn’t say face to face. It can hurt. It comes with the territory however, so take a deep breath, and find a way through.
Firstly, figure out if the person you’re dealing with is actually a troll
Trolls are people on the internet who purposefully stir up trouble in social media communities. They are not simply people who dislike what you are doing. Are they a troll? Or are they a customer complaining? If they’re the later, try to help. Sometimes people just want to be heard. They could become your greatest advocate.
Facts are friends
Address only one issue at a time and find facts to tackle it head on. Avoid mixing emotion with fact. You are the expert in this field, show them that is the case.
Own up
If you have made a mistake and it is pointed out to you on social media, correct it and thank whoever pointed out the error.
Use humour
Engage unhappy customers in a lighthearted manner. When you make light of a comment, you simultaneously acknowledge and defuse the situation. Make sure they’re actually funny, not simply trolling back. Bullying isn’t cool. Brands that bully are the worst.
Ignore them
Sometimes trolls just want attention. Deleting a comment is not ignoring a comment. Remember the only way this works is consistency. So if this is your chosen course of action, never respond. If the comments are abusive or bullying continue to ignore them, and click the report abuse button. It’s time to let Facebook step in.
Finally, make sure you have an online policy
Create a list of words that will be banned immediately from the Facebook page. Tell people what is, and what is not acceptable on your page, and stick to it. Most brands put this in their about section, and link to their website for more details.
Louise Evans is a creative copywriter and the founder of Lemon Creative in Invercargill. She has created advertising campaigns for some of New Zealand and Australia’s most loved brands, and is a social media geek.
