The digital age gives everyone a microphone. Keyboard courage really does make people think they’re mental giants and with the scourge of bullying, it’s lead to some very dangerous (even deadly) outcomes.
Given my role with clients to help in times of crisis, I’m often push-pulled on this issue of fighting back and engaging not just with my clients but within my myself.
Some clients barely engage their audiences at all and so the choice to block or ignore trolls is obvious. Yet, other clients wage some pretty valuable debates online to sway opinion and motivate the support or opposition of well-informed folks. In those cases, the lines get far more blurry.
If you’re facing online battles, here’s some tactics to consider:
- Be conscious of the larger “listening” audience. We often think in terms of the original poster, yet a response from you is really reaching everyone in that thread and others watching with interest. Seize those opportunities with care and forethought to get your message out.
- Join support or opposition private pages (if they’ll let you). I rarely, if ever, actually make comments. I view it as a sacred trust that I’m allowed to listen in and keep tabs on discussion, education points and topics of concern to shape stronger arguments. Think of it as a living focus group.
- Address inaccurate information as quickly as possible and come prepared. Don’t just refute an argument with an argument. Bring links to data and sources that are not viewed as biased. If you’re dealing with an unhappy customer, apologize and make it right – right then and there. Open the door to talk by phone. Transparency is prized more than ever today.
- Monitor. I use Mention to keep up on all my online and offline chatter. The only place monitoring systems cannot go is private pages (hence, join if you can). My dashboard allows me to reply direct from my own accounts and calculates how far that message we fretted over actually went. Did it go viral? Time to act. Did it just reach their immediate audience of 500? Time to think.
- Engage wisely. I’m often asked if social media’s a Pandora’s Box. “If we start an account, that’s just inviting scrutiny.” Right. Like, if we don’t tell the kids about sex, they’ll never have it. Then one day, you’re wondering just how lack of information resulted in your teenager’s pregnancy. Nature abhors a vacuum. And in the absence of trusted information, people will seek their own sources. Be the source of your information. OWN IT.
- Report threats. Years ago, I would laugh off the online knuckleheads making bold, dangerous threats. Today, it’s no laughing matter. Everyday on the news, we see the online patterns of threatening posts from people who carried out terrible, violent acts. Protect yourself, your staff, your family and friends. Notify the authorities if you feel scared.
It’s important to fight back. It doesn’t have to be direct and open screaming matches. Just stick with some ground rules for engagement and shut off microphones when they get out of line. Be accountable to your organization and customers who are genuinely interested in quality discourse. Being disagreeable isn’t a bad thing; it’s an opportunity to get questions and misconceptions out on the table. Seize those chances to correct information and educate. And when you do it with class, respect and integrity, others listening will hear you too.
Erica Holloway is Founder of Galvanized Strategies and Chief of Strategy of Mouth Marketing.
