My Social Media Troll

By Sarah Snell Cooke, Principal, Cooke Consulting Solutions

In communication, it’s as important to know when and what to say as it is when to keep quiet.

I’ve had my very own social media troll for at least a year now. A troll is a persistent little booger that attacks what you say and do online with nothing more than their unsubstantiated and unjustified venom. This person has attacked my professional record, my previous company, and professional friends of mine. My troll responded to a completely benign headshot I posted of my daughter on twitter by saying she looked “loose;” she was 11. And she saw it. Trolls intentionally make their attempts at interaction personal to evoke a visceral response.

Trolls are just that. They’re ugly narcissists screaming for attention. To paraphrase the signs at the zoo, “Don’t feed the trolls.”

When a troll continually attacks issues or people that you deeply care about, it’s difficult not to counter. (And, yes, I may be ignoring my own advice by writing this piece even without naming the person.) I’ve always believed in standing up for myself and have mercy on your soul if you provoke Mama Bear.

The anonymity of the internet dehumanizes communication, and has provided trolls with an outlet to attack without putting a face to their victims. (Oddly, I do actually know my troll and used to partner with this person.) Responding to an attack may make you feel better for a short while, but if it is not going to matter in five years, it doesn’t matter much now.

Here’s what you have to know about trolls and how to handle them:

1.    Don’t engage. It will lead you down their rabbit hole into their twisted Wonderland.

2.    There is little upside to engaging. It will do you and your reputation more harm than good. Some, as in the real world, try to break tension with humor. If it fits you or your company’s brand maybe, but still probably not.

3.    Return hate with love. One of the best responses I’ve read about is @SusanCarland, who donates $1 to UNICEF for every hate-filled tweet she receives.

4.    Most people see trolls for what they are, and do not put any credence in their rhetoric. It’s their reputation they’re hurting, not yours.

5.    Those that do give weight to the trolls’ comments aren’t your people anyway.

6.    Block and report. However, for some—including my troll who’s been blocked by others I know but not me—it just inflames them. This article from Hootsuite offers links to several social media networks reporting processes.

7.    Pity them. They’re broken people dealing with something you know nothing about.

If you’d like to engage Cooke Consulting Solutions, and you’re not a troll, for communications assistance, please contact me at [email protected].