How To: Handle Social Media Misfits

Friday 7/30/10 - Heikki @Moogo

Social networks are great. Plain and simple. They make it possible for you to connect with like-minded people and grant you a platform to express thought. Professionals, high-school kids and even your grandma are getting getting savvy to ways of web 2.0. While most of us play together on this ever-expanding viral sandbox, there are always some who feel like it's their duty to start causing trouble. These ruckus-bringing meanies are oft-referred to as trolls. We know that nobody likes trolls, but what exactly is a troll and what makes them tick?

For the most part, trolls are just trying to gain attention through cheap laughs, or trying to create havoc. Essential to all trolls is that they crave attention. That is the sole reason they exist. Whether or not they want to feel that they have achieved something (even if it is destruction) or to be recognized for doing something deviant.

It doesn't matter where the battle takes place – Facebook, IRC, Messageboard, Blog – with trolls, the best way of winning the fight is not to get involved. This way, you can't get hurt. Instead of provoking, or trying to beat trolls at their own game, simply be cool, don't lower yourself to their level and pay a compliment (it is the opposite of what they want). And remember: without attention people shower, trolls are nothing. They have no audience, and therefor no victim.

While on a personal level, ignoring the troublemaker(s) might be the simplest solution, businesses are faced with a different conundrums as they have more at stake.

• What if people embarrass my company?

• What if they point out my flaws?

How a company, or an individual, is perceived online (one's e-reputation) is of course extremely important. None of us want to be seen in a negative light and its sour shine can affect any number of different factors: sales, relationships, reputation etc.

In a company's case, just turning the other cheek, and not granting the miscreants the satisfaction they get from trolling, might not be the best approach possible. Instead learn how to be both pro-active and reactive to the cyberspace conversations taking place all around you and your company.

Here are five ways to keep your brand breathing even if a Web 2.0 debacle strikes:

Listen: have your Google Alerts set up to monitor what people are saying about your organization online. Keep tabs on Twitter (via HootSuite).

Evaluate: is it just one loner who is a bit 'out there' ? Or is it someone who talks to your audience?Wait and watch. Even one noisy person can be problematic, if they have or can build a following with people who matter to you.

Act: if you need to act, do it fast, and do it on the arena where it started. Slow reactions are bad reactions, and things move at the speed of light on the web. You don't want things to snowball.

Reply: remember to be honest, respectful, transparent, and non-defensive. If there is misinformation out there, correct it in a helpful, non-combative way.

Follow-up: when you respond, be open to reactions and answer questions. You can't post one response and call it a day, you need to keep tabs on the situation and participate in the ongoing conversation.