Digital technology has transformed our way of communicating. In the space of a generation, the means of obtaining and disseminating information, the means of addressing our interlocutors have profoundly changed. Everything has suddenly become more accessible. We can interact with anyone, in one click and at any time. But the virtual space has also brought about new behaviors and new characters. I would therefore like to talk to you about those who complicate my life as a community manager in political communication: trolls! Very numerous on social networks, these unpleasant characters are part of the reasons why some politicians do not wish to invest in social media.
So what is a troll?
Someone who comes to harm your e-reputation in a systematic and polluting way, by leaving unpleasant comments, often repetitive and not related to the content of your publications. When they become too numerous, or even coordinated, it is necessary to set up a strategy to bypass them. One important thing to know about trolls: they are not there to dialogue, they are almost never constructive and you will not change their minds (even if you have great arguments!). Despite everything, you have a strength: since you are present on social media, you are the one who manages your e-reputation and you can reduce their negative influence.
A caveat before taking action.
Not everyone who disagrees with you is necessarily a troll. Unlike trolls, you can build a real respectful dialogue with many “disgruntled” citizens who make it known. Sometimes, they even change their minds. My experiences in social media communication on sensitive political topics prove that a pedagogical approach towards citizens is absolutely necessary. In a period where French and European voters are disengaging from political issues, social networks are, in my opinion, a powerful tool that often allows for restoring, strengthening, or developing links with citizens. Another advantage: by entering into a direct dialogue with citizens, you remain the main actor of your digital image. As I have already said, if we do not create our e-reputation, others will create it for us!
To respond or not to negative comments? Here are some tips:
- If the person is a real troll, your response or lack thereof will not change anything. It is up to you to define if you wish to engage in exchanges
- For the most aggressive trolls, Facebook offers moderation tools. In case of insults, you can delete the comment and ban the person
- For opinions different from yours, it is advisable not to delete them. A reasoned response of your position will at least provoke the respect of the interlocutor
- Social networks are interactive spaces by definition. A reaction to at least part of the comments is therefore strongly recommended
- In all cases, respect provokes respect
Good luck with your trolls! More to come in the next episode.
