One of the most important digital marketing strategies to gain new customers is to observe – what your audience have in their mind. Most of the consumers, before buying a product or hiring a service, read the brand’s review, opinions, and comments of other users on Google or social media networks. Unfortunately, although even your business is the best in the world, still the time comes when it appears in the so-called trolls and negative criticisms. And, being a big entity, one should know how to handle these crises. Let’s see how we should handle them.
What is a troll?In the language of the Internet, a troll characterizes a message, a debate or a person whose objective is to generate/create controversy. It is not far from the image of an evil and unfortunate being, and, a troll, generally, hides behind the screen to distribute its poison unjustifiably and harm a brand, company or person. Internet, Social media marketing, and blogs have always been defenders of the rights of expression and this is the main reason why it is very difficult to avoid a troll.
Why do trolls exist?You’ve just started your business, your audience is very receptive and everything seems to be going like clockwork, but there comes a troll who devotes all his soul to stain your reputation and denigrate your work. Why? Well, because the world is not a perfect place. Your success is envious and you will have to know how to keep quiet so as not to waste time and effort on people who don’t deserve it. People do not like that something is not to their liking, and trolls are a perfect example. But, maybe, in the end, having a troll isn’t so bad…..Why?
Are negative criticisms positive?There are different types of criticism on the web:
- it can range from malicious criticism that is made to harm the company, or
- to constructive criticism that indirectly improves its image.
Steps to follow:The first thing you have to do is breathe and relativize. Always think that criticism can be favorable for you and become an opportunity. The main mistake made by beginners is to hide or even delete the negative comment on the web, and this is not the way to go. You have to face criticism even if it is more or less justified. Give a quick answer. Before the silence, the nerves rise and your troll will only duplicate his efforts so that the world knows his bad experience. As long as there are two or three people agreeing with the same thing, not giving an answer will make room for a chain of “me too”. Don’t get carried away. Some comments may not be respectful. Don’t fall into the trap. Take a deep breath and try to put yourself in the place of your interlocutor. Education is one of the bases for maintaining a quality relationship with customers. Be as friendly as possible. The troll may focus on your problem and not value it, but others will appreciate the patience with a person of bad faith. If your company offers, for example, telecommunications services, such as Call Center software, PBX… there are probably numerous trolls, dedicated to the same sector (or not) that want to sink you.
Types of TrollsOnce the general attitude has been clarified, we will make a small focus on the different types of trolls you can find on the Web and the best way to deal with each of them.
The Proud Trolls.
The Envious Trolls.
The Amateur Trolls
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