If you have been on the internet or social media for any amount of time, you have probably seen a troll — whether you realize it or not.

No, I’m not talking about giants from Scandinavian folklore. I’m talking about people who attack you or your brand through social media.

When trolls attack, remember your options, whether the attack is on your personal brand or on a business brand you manage. And, remember the nature of trolls: According to Forbes, “trolls are typically in search of an audience through incessantly negative banter about a brand… They don’t really want resolution; they want attention.”

Keep this in mind when you evaluate a chronic, negative personality via social. Initially, the dynamics may feel similar to customer service SOPs — or to the art and science of apology — but, I assure you, they’re not. With trolls, nobody wins…

The following eight tips can help you evaluate and decide how you’ll handle the negativity of a social media troll.

Stage One: Determine whether it’s a troll.

Evaluate the negativity. Is the complaint or criticism warranted? Did you post something that could be broadly offensive — or something that could make it seem like you or your brand is uncaring or tone deaf to a current reality in the world? If so, you may not be dealing with a troll. If not, you’ll want to evaluate further.

Ask yourself, “Is this reasonable?” Look at the language of the post for “the ask.” What does this person want? If there is a real customer service issue at hand, don’t ignore it. Take it offline through DM or email, and connect the person with Customer Care. If you don’t see a service issue or a mistake on your part, if it seems like bait for a public disagreement — or if it’s a broad negative reflection on who you are/what you do/how you do it — chances are, you’re in troll territory.

Pay attention to motives and history. If you’re dealing with a troll, he or she is likely looking for attention from your followers. So, ask yourself, would the antagonizer gain a lot more visibility on social if you responded? Does this person have a history of attacking you or your brand? If you can see his or her posts, check whether this person has taken similar tactics against other people or brands. These are all signs you could be dealing with a troll.

Pay attention to social influence and scale. If you experience extreme negativity from someone with far more influence than you via social — or by a wave of multiple social accounts — this goes beyond typical trolling. This takes you into crisis communications territory. Depending on the tone, timing and span of negativity, you’ll need to take care not to make the situation worse with what you do or don’t do. If you’re unsure how to handle, enlist help from someone with crisis communications experience.

 

Stage Two: Handle the Troll

Think before you act. If there is no service issue, think twice before you dive in. What will you gain by responding to name calling or an inflated negative opinion of you or your brand? Nothing. And, if you’re dealing with a troll, responding can be like flying into a spider’s web. Once you take action, it’s likely that you’ll only become more and more tangled in an exercise you won’t win.

Don’t debate. It’s unlikely you’ll win over a social troll. And, it’s almost a guarantee that any response you make will only pull you in deeper to the negativity. So, arguing or trying to”out-snark” a troll is not a good idea. You inflate the situation and draw more attention to it by responding — especially if you respond negatively. You invite more cycles of negativity. And, you’ll only be giving the troll what he or she wants: attention from your followers.

Be realistic. Let’s be real. Sarah Silverman is an example of all that I have advised against up to now. Yes, in 2017, she turned a troll around beautifully, and it gave her the opportunity to show a side of her celebrity brand/personality that garnered far more positivity than negativity. She was human, and she helped someone else in what seemed like a selfless act. Know this: You set a precedent for yourself or your brand when you do this, and it invites more trolls to attack you. Can your personal or corporate reputation withstand that? Silverman’s can because she’s a celebrity. So, think long and hard before you take a risk like this. Unless you’re a celebrity or a massive social influencer, it’s a real long shot.

Let it go. We’re all human. It’s hard not to be offended by negativity that’s pointed straight at the heart of you, your brand or the social body of work you create. If you manage social for a living, you know it’s hard work building strategy, planning, creating and engaging thoughtfully with the communities you build. If you leverage social to share your personal thoughts, beliefs and values with the world, it can be tough to digest a toxic response.

Remember this: A troll can’t eclipse all the good things you bring to life through social. So, don’t help a social media bully win by sinking to toxic measures yourself. Yes, there are extremes. And, yes those warrant a different course of action. But, in general, the lashing out of trolls has very little to do with you. So rise above it. Take the high road. And, know that the negativity will eventually pass.