Fighting The Trolls

The number of people who feel bad reviews have the power to make or break their business has risen from 17% (2014) to 21%. * However, most are struggling to find the right solution. Along with the benefits it provides, the internet also has a dark side. Today, it has become a cesspool of hatred where users openly abuse individuals or companies without any hint of shame or guilt. This culture of trolling has tarnished the brand image of several companies. It is time organizations anticipate such situations and design strategies to combat the menace.

- Zafar Rais

The internet is full of people and communities who are dissatisfied with a particular service/ product and want to share their opinions and express their views. Unlike these angry users, who share their negative, but sincerely held beliefs, trolls may not believe a word of what they write. They choose words that have the highest likelihood of upsetting and offending, and use them as a powerful weapon to gain attention. These messages—personal attacks and trivial jokes—often distract and take focus away from relevant issues. In a scenario where brands are in the limelight for being trolled on social media, it is important that your brand is aware of such dangers and knows how to keep them at bay. Brands such as Amazon, Flipkart, Uber, and Ola have stirred up a massive storm by trolling each other too.

Celebrity trolling has also recently gained a lot of attention. We often see popular personalities such as Donald Trump, Anushka Sharma, Shilpa Shetty, and Alia Bhatt among others being trolled. Online trolling has become a matter of concern because of the long-term embarrassment it causes.

Ultimately, the more attention trolls give your brand on social media, the harder it may be to get rid of them. While this is a problem in itself, it may also influence how others feel about your brand. Trolls usually have a high opinion level, driving a fair share of followers to engage with them. This could also influence your potential customers in a negative manner. In such a scenario, blocking a particular account or ignoring a comment is probably not the best decision. No matter what the nature of comment is, you have to hold your ground.