HOW TO TACKLE ONLINE TROLLS AS A BUSINESS OWNER S omeone once asked me what I thought the worst mistake I ever made as an entrepreneur was. If I had to answer that question again today, I wouldn’t hesitate when I said “paying attention to trolls.”! I spend most of my time working on social media and therefore face the ruthless opinions of everyone on the internet. There was a time in my career that I allowed internet trolls opinions to matter so much that I held myself back and my brand too. Today I feel grateful for the trolls I have dealt with as a video spokeswoman, social media influencer, content creator, and business marketing coach. It has given me the opportunity to learn how to see the difference between an upset customer and an angry internet troll. It has given me the opportunity to help others learn the difference between and how to tackle this frustrating fact of business online. So, what’s an internet troll? Well, I am not talking about the cute, colorful, singing ones. I’m talking about people who when they sit behind a keyboard, turn nasty. They have a mission to provoke others by saying offensive and 44
WINTER 2023 • HYPNOCAFE MAGAZINE
BY MELISSA SULLIVAN
INDEPENDENT VIDEO SPOKESWOMAN
do not want to speak rationally or logically, and it can be very frustrating as a business owner not to take the attack on your hard work personally, especially if you were never given an opportunity As a business owner you and your to correct the situation prior to the brand will face them most of all on troll’s attack. social media. How can you tell if you are dealing with a troll or an Trolls usually don’t believe what upset customer? And what do you they say but say it anyway with do when you find yourself dealing the goal of upsetting someone. with a combination of both? An You can’t just avoid these “bullies” angry customer can be very loud either. They are anywhere people online, but usually they simply share, post, and comment online want to be heard. If you take especially social media. That is actions to make the situation right why it is important to learn how usually the negativity towards you to asses each interaction with one or your business stops. Some will question in mind… even update reviews or posts they made. “Does this customer appear to be searching for a resolution or are Trolls however are relentless! they just ranting and looking to Regardless of what you do or say, engage in a battle of nonsense?” they continue to bash. Not only will they tear apart your service Here’s an example: or product they will attack the A hairdresser finishes up a clients character of any soul brave enough wash and cut. The client asked for to comment in support of it. They just a quick blow dry, they were in
mean things, and they seem to have made a hobby of making people angry, frustrated, and upset. Sad, isn’t it? Yes, and the reality is these internet trolls are very real.
a hurry. The hairdresser works as quickly as possible, trying to get the customer on her way. She asked the customer if it was dry enough. The customer was thinking they would have preferred their hair to be drier, but just replies yes. They left upset and later began to complain online leaving a review about how they didn’t get what they paid for, “my hair wasn’t even dry”!
This is where I would guide my client to respond something like the following and not read any further replies.
and that you as a business owner took the time to try to help them and it still was not enough. Most of the time a troll will continue as long as you continue to comment until “Thank you supporting customer they become bored or banned. for your support! I am so happy that you are enjoying your visits. While banning someone on social Again, upset customer I am very media most likely will mean the sorry that you were dissatisfied loss of a client or customer it can with your visit. I understand it can sometimes be more valuable for be frustrating leaving the salon your business or brand than that with wet hair, that is why even customer ever would have been to The hairdresser sees the review though you asked me to do just you. Especially if they’re screaming and responds. Even though she a quick dry, I asked if it was dry all over the Internet how horrible knows the situation she chooses to enough for you. I am sorry that you you or your services are in the first
Here’s an example: A hairdresser finishes up a clients wash and cut. The client asked for just a quick blow dry, they were in a hurry. The hairdresser works as quickly as possible, trying to get the customer on her way. She asked the customer if it was dry enough. The customer was thinking they would have preferred their hair to be drier, but just replies yes. They left upset and later began to complain online leaving a review about how they didn’t get what they paid for, “my hair wasn’t even dry”! apologize that she was unhappy and offered her a discount on her next service. The customer continues to rant and rave saying, “Why would I even want to come to your salon again you can’t even do your job?”. The insults keep coming but they never mention the fact that they were rushed and asked for the hairdresser to rush their service. Another client speaks up in defense of the hairdresser and states that she always has a wonderful time and receives exactly what she asks for from the hairdresser. Now the supportive client finds themselves under attack by that same angry customer.
were late to your next appointment “because you had to go all the way home first to blow dry your hair” but, why didn’t you let me know that you would have liked it drier? I would have happily taken the time to do that.” Like I said earlier in the article trolls do not want to speak logically or rationally they’re simply out to raise frustration. That is why I tell my clients not to look back after they make that response. The response is more to allow those who also may be reading the review or comment to see for themselves that that customer it’s being irrational
place. If those types of followers are a pain to you they are definitely going to annoy your followers and customers on your pages, groups or blogs. You should always look at what people have to say about what you’re doing or who you are with the with the ability to accept criticism. Look at each of these situations and decide if there is truth to anything that was said. Can you use these negative comments to create a better product or be a better you? If that’s what you do even when trolls complain about you, you always win! HYPNOCAFE MAGAZINE • WINTER 2023
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