Trolls can be difficult to deal with. They exist to make trouble and usually aren't looking for help. In this video, customer service expert Jeff Toister will help you determine the best way to deal with trolls, including when to respond, when to ignore them, or when to delete their comments. Create your own policy for working with people who troll your company on social media.
- Some people worry about trolls. These are people whose sole purpose is to stir up trouble on social media. They don't really want any help. They just want to make your brand look bad. So, I want to share a few pieces of advice to help you. Start by assuming positive intentions. It can sometimes be hard to tell the difference between a really upset customer and someone who's just trolling. So, I recommend you start by giving angry customers the benefit of the doubt. Reach out to them and see if you can help.
It's also important to avoid arguing. Trying to argue with someone who is trolling your company will only encourage them to do more. And remember, other customers might be watching your interactions, so you could harm your company's reputation by arguing, even if you think you're right. At some point after you've made a good faith effort to help someone, it's best to ignore them. My suggestion is to create a clear set of guidelines describing when it's okay to do this. For example, you might specify that you'll only ignore someone contacting your brand on social media, after you've made two good faith efforts to serve them.
You might also decide not to respond to any threatening or vulgar communication. Some platforms, like Facebook, allow you to delete customer posts. Now, you want to be very careful before doing this, and it helps to develop a clear policy describing when this is okay. Brands can hurt their reputation when they delete legitimate customer complaints. Even if those customers are very angry and say mean things about your company. On the other hand, it's a benefit to other customers to delete or block content from someone who is vulgar, insulting, or intimidating other customers.
I'd like to give you one last piece of advice. Companies often make the mistake of assuming a lot of people are listening to someone who trolls your company. Chances are they aren't. Most of the time trolls only have a very small audience. So, unless your brand decides to engage them in inappropriate conversation, there won't be many people paying attention. Your best bet is to create clear guidelines for responding, or not responding, to abusive people on social media, and then focus most of your attention on serving customers who really need your help.
- Identifying key social media platforms
- Communicating with customers in your brand's voice
- Listening and responding to customers on social media
- Listening to customer feedback on review sites
- Making self-service easy for customers