Run a social media channel, and you're bound to encounter a troll or two. Sometimes, they band together in a targeted attack that centers on one post. Check your notifications, and you're slammed with negative comments, poor reviews, and awful shares.
Don't let the trolls win.
Here's a step-by-step plan that can help you gain control of your page and stop the attack before it gains momentum. I'm focused on Facebook here, as this seems to be the spot most trolls prefer.
Step 1: Search the Shares
Most attacks begin with fringe Facebook groups. These issue-specific pages let people from all across the world share their vitriol about something they're passionate about. They typically have very long page names (like "Mothers Who Think Vaccines Are Awful" or "Government Propaganda Revealed" or something similar).
Click on the group page, and start scrolling through the comments. Take notes about:
Verbiage. What words or phrases appear frequently within the posts and comments on the page?
Admins. Who runs the page, and where do those people live?
Frequent commenters. Who spends the most time on the page?
Your share. Who is commenting on your content? What are people saying?
Step 2: Adjust Your Filters
A business page comes with handy tools you can use to monitor your page, even when you're not online. Those notes you took are crucial as you work to protect the page.
Head to Settings > Page Moderation > Edit
Include the prominent terms you've seen in:
Comments on your page
Negative reviews sparked by trolls
Comments on the group page
Each time someone writes a comment on your page with the banned words included, the post will be hidden from the general public. Trolls think they've won, as they can see the attack, and so can their troll friends. But your community will be shielded from the vitriol.
Step 3: Ban Liberally
A Facebook page is a business asset, and it should be protected as such. In the midst of a troll attack, I use bans to stop the negativity outright.
Click on any negative comments you see, and assess:
Sentiment. Is this person asking a legitimate question that can lead to insights and education? Or is this simply a rant?
Affiliation. Is this person a resident of the community the business serves? Or is this someone that can't be considered part of your customer/donor/supporter base?
Frequency. Is this the first and only time the person has commented on this issue? Or is this a pattern of behavior?
Trolls often post repeated rants, and they often have no affiliation with your company whatsoever. Ban them, delete their comments, and move on.
But if members of your community have legitimate questions about what's happening, answer them. Be reasonable, kind, and open. They're caught in the middle of an ugly conversation, and they deserve your attention and compassion.
If the attack is severe and your time is limited, you can head back to your notes about the group page and ban admins and frequent commenters before they have a chance to attack you. It's a bold move, but if you can't gain control, it's a wise one.
Step 4: Respond to Social Media Reviews
Trolls often write Facebook reviews filled with anger and hatred. There's no way to stop this behavior, but you can respond appropriately.
Work with senior management on a measured, reasonable, polite response you can cut/paste into any troll review you see. I like to include:
Background. Highlight that people outside of your community have seen your post, and you're dealing with a lot of unusual activity as a result.
Location. If the person lives outside of your community, point that out with a sentence such as, "We're in Michigan, and we see that you're in Italy. Normally, we'd invite you to come and talk with us in person, but obviously, that won't work in this situation. So we'll try to explain in as much detail as we can in this response."
Position. If the attack stems from a distortion of your policy, explain where you really stand.
Reason. Encourage your reviewer to delete the post, once you've explained what's really happening. (Some may take you up on your suggestion.) This CTA helps you hammer home the idea that the review stems from distortion.
Remember that your audience isn't the troll. You're speaking to members of your community in this response. Let them know what's happening, so they'll feel confident that you have the issue under control.
Step 5: Lay Low
It's tempting to fight fire with fire and fill your page with similar posts. I've even seen companies disclose to their communities that they're under attack. Let's call this the nuclear option. It's not always wise.
With filters, bans, and reason on your side, the drama should die down and the trolls will move on to another company. Overreaction and escalation keep them engaged in fighting with you, and it's not wise.
Spend the next day or so repeating core messages about what the company does, who you serve, and why it's important. Keep it light, friendly, and fun. (Trolls hate fun.)
You've got this!
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