Fetch Communications

By the pricking of my thumbs …

… here comes an evil online troll with malicious intent.

The Problem  

Someone is “pursuing” you on social media and seeking to damage your professional reputation by posting scathing criticisms of you (personally and/or professionally), including false or misleading “reviews” of your company on platforms such as Google or Yelp. 

Unfortunately, many professionals I know — myself included— have been the target of misplaced rage they certainly didn’t and don’t deserve. Some just by virtue of their chosen profession, i.e. lawyers, medical practitioners. But no one is exempt— this happens to every type of service provider across multiple industries, from healthcare and pharmaceuticals, to trades, food & beverage, transportation, retail and hospitality. 

The internet is rotten with trolls. They’re everywhere. Unhappy people, lashing out at the world. What motivates these menaces? Don’t waste your time trying to figure it out. It’s like asking what makes crazy ‘crazy.’ 

The Solution

Focus on next steps. The number 1 advice from the internet is to ignore the troll and “report the abuse.” Take note of those words — this is ABUSE, and the person trying to inflict damage is an ABUSER. 

Hint: It’s them, not you. 

All you need to know is that they’re volatile, emotionally acting out, and unstable. This is what being unable to rationalize and regulate your emotions looks like. These people are to be pitied.

My advice: Hold on a second before you ignore the whole thing. I think there is a vital step missing. Ask yourself, “Is this criticism valid?” Be honest with yourself. Do they have a point? If so, that’s something you should examine and address. Or are they just spoiling for a fight (maybe it’s a personal vendetta) and their criticism is invalid.

Should you reply? In my opinion, yes, even if they were rude. You can use a standard reply, for example:

“Thank you for your feedback. We are sorry to hear about your negative experience with [mention specific issue]. We sincerely apologize for the [mention specific negative outcome] and appreciate you bringing this to our attention. We are committed to providing excellent service and will use your feedback to improve. Please contact us at [email/phone number] so we can discuss this further and find a resolution.” 

Speed is important. Respond to negative reviews online as quickly as possible. Prepare a response in case they do follow up with a call. Don’t be defensive, but keep in mind that you don’t have to take their abuse, you can exercise judgment. For example: 

On one of my social platforms, a stranger criticized the rates I charged for marketing services. I had published my rate card on my website for a reason: so potential clients COULD do rate comparisons between service providers, knowing my rates would compare favorably. 

Considerable research went into setting my rates  — as I cater to small businesses and nonprofits, I made sure my rates were consistently lower (by 20% minimum and up to 40% less) than the current standard agency rates for equivalent services. In fact, my hourly rate is HALF of what clients were billed for my time by an agency I previously worked for. 

I chose to reply with this information, which highlighted their flawed argument. I also added the fact that my detractor is not, nor has he ever been, a client (in other words, ‘why should this concern you at all?’) Perhaps they are a competitor trying to take down their competition, or someone with an old and festering grudge. Whatever the case may be, that’s between them and their conscience. I reported the abuse. 

Their comment was removed the following day. (But I wouldn’t be surprised if this makes them furious and they try again).

Will I review my pricing policy? Yes, I will triple check that my rates are much lower and fair, but I don’t believe for one second that I am overpriced (particularly after setting deliberately low rates and considering my 25 plus years of experience in marketing design, writing, content creation and strategy). Have they never heard the term, “Salary commensurate with experience?” That’s a significant amount of cumulative knowledge.

But let’s be realistic, even if the troll did think my rates were high — don’t shop my services. I don’t like the price of a Coach handbag, so I don’t own one. Yet, this is where Troll and I diverge: I’m not going to try to publicly shame Coach for it.

That said, this is the first and only negative comment I have received since our doors opened in 2011, it’s not from a client, and it’s coming at a time when I am winding down Fetch to retire. As I’m not currently accepting new clients, I took my rate card down. Too late, troll, can’t hurt me now, and my existing clients aren’t going anywhere, so this didn’t faze me at all. Bullies seek to cause damage, upset and fear — let it go and don’t let them. Don’t give them the satisfaction. So that’s my takeaway, but here’s a brief synopsis of the rest of the advice via the internet’s collective wisdom:

• Don’t feed the Troll: Responding gives them the attention they seek and can escalate the situation. 
• Block the Troll to prevent them from seeing your posts, sending you messages, or interacting with your content.
• Document the abuse and report the Troll through platform tools. Take screenshots or record the interaction to provide evidence.
• Request evidence: If the Troll is making claims, politely ask for evidence.
• Take a break if dealing with a Troll is affecting your mental health, seek support from a friend, family member, or counselor about the situation if you need to.

By understanding the nature of trolling and employing these strategies, you can effectively manage these negative interactions and protect yourself online. 

Have you faced a similar situation? How did you handle it and what was the outcome? we’d love to hear your thoughts!