How Trolls Can Help Your Business' Facebook

U Mad Bro?

Many businesses and organizations dread the inevitable appearance of Trolls who will eventually crop up in the comments of their websites or social media accounts. Internet Trolls wreak havoc by spreading negativity and discord, often making controversial statements to purposely instigate arguments. On a website, the problem is easily "remedied" by deleting the comment(s). Although this is a popular solution it is not very effective and often backfires. Some Trolls will become spiteful if their comments are deleted and will attempt to stalk the business on their social media and on internet review sites to damage the brand image. However, many small to medium sized businesses rely on Facebook as a “free,” or low cost, marketing tool and absolutely dread an unwelcome naysayer criticizing their business and starting arguments.

Truth be told, this is a great “problem” to have for any business or organization if they just change their perspective and view it as an opportunity. Trolls get people arguing, which means more comments. The Facebook algorithm interprets these comments as engagement, which boosts the ranking of a post. In short, Trolls equal more people seeing your post on their news feed. Many Facebook followers are unlikely to read the comments anyways and even if they do, most will make their own judgments while ignoring the Troll's input.  

If you do want to attempt to manage Trolls, the best thing to do is to respond to them individually. If they are upset, acknowledge their feelings, show that you are listening, apologize and attempt to pacify them. If they are just looking to start arguments with others involved in the discussion, it is best to leave them be. If the Troll is bullying someone than you may want to step in and politely try to diffuse the situation but do not order the troll to "cease and desist" as this is likely to fuel their fire. A plausible solution would be to acknowledge possible differences in opinion and freedom of speech, but recommend  civic debates over arguments.

When it comes to Trolls on social media, sometimes the best thing to do is nothing. Only attempt to respond to a Troll if they are bullying someone repeatedly or if you feel you can pacify them and make yourself look like a responsible and carrying organization. Otherwise, let it be and enjoy the unintended promotion that Trolls bring to your posts. Remember, most people will recognize Trolls and disregard their outrageous opinions.