Lesson Four in our class speaks to monitoring social media and one part of the readings struck me as interesting. In the section “Measuring the impact of social media,” it asks, “So what’s the impact? What does it mean if someone says something on Twitter about your product? This is still something that is being debated quite a bit but if simplified, can boil down to this: People saying good things = good [and] People saying bad things = bad.”
Sure, people saying good things about you, your product or your organization is good, but does every ‘bad’ thing truly mean anything? No one and nothing is perfect, so we know that there will naturally be some negative comments or tweets regardless of what you do or say online. Some people just have preferences for certain things, and others always love you, no matter what.
In the news business, there are many people who comment on stories and don’t add value to the conversation. They don’t like the people a reporter has interviewed, they don’t read the entire article and/or don’t understand what is being written, and/or they repeat themselves continuously. For these, I would take the negativity with a grain of salt.
Then there’s the fact that it’s mostly negative things that compel people to comment in the first place. More people will complain about a product or service they received than will people who’ve had good experiences. So, again, can you truly take the bad things that people are saying, especially online, at face value if it always outweighs the good?
Of course, there are also those trolls online who get off on causing grief for no reason: the trolls.
According to a Canadian study, “trolls are ‘agents of chaos’ that exploit ‘hot-button issues’ to inflame and exploit users’ emotions. … If an unfortunate person falls into their trap, trolling intensifies for further, merciless amusement. This is why novice Internet users are routinely admonished, ‘Do not feed the trolls!’”
Further, the study notes, trolls have similar characteristics to psychopaths and sadists. “Both trolls and sadists feel sadistic glee at the distress of others. Sadists just want to have fun … and the Internet is their playground!” the study says.
The Lesson Four reading notes: “The trick is getting more people to say more good things and more than that, turning bad things into good. That comes with engagement.” I think engagement needs to be selective, in that organizations shouldn’t be engaging trolls or those that seemingly have nothing better to do than just complain. I think sometimes ignoring the bad comments can be a good thing.
Algonquin College Social Media Certificate Program 
I think you have to look at each negative comment and dissect them. Do they have merit? Or is it a blatant troll? It could take a little more time but could be worthwhile to make your brand better by addressing the actual issues people have with your services, company, etc.
I agree with ignoring the comments from trolls. Differentiating them hopefully isn’t too difficult, and an organization can move on to dealing with more constructive criticism.
I do feel that a negative comment that has to do with a product or service has to be taken seriously and addressed. I know that I am personally influenced by comments and ratings of good and services when making a purchasing decision. Although, one comment will not persuade a buying decision. Instead, I try to take in all of the feedback and make an informed decision.
Sometimes, ignoring comments from trolls is a good idea. I tend not to. I try to address concerns with humour, if possible, or with facts rather than fiction especially if they are commenting negatively on programs, products or services. That way, readers get a more balance view.
I enjoyed your post and never have thought about trolls, Good advice and here is hoping most of us never get targeted by trolls.
I tend to follow this mind set. Comments that are positive or negative are important to your business. They should be addressed as quickly as possible. Engagement and exchange of ideas are key to growth of your business. Remaining focused and giving a clear message will help to resolve negative comments.