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<ul><li>Social media trolls are not going to disappear from the internet anytime soon.</li><li>Trolls can heavily tarnish a brand’s image, also significantly impacting the brand’s marketing plans to promote any newly launched product or service. </li><li>Tanvi Bosmia, Associate Account Director - Brand Experience, SoCheers shares some tips on how to deal with social media trolls.</li></ul>We’re living in an era where access to the internet is super easy. People love sharing their unfiltered opinion on social media considering it has always been a space for freedom of expression whether it’s a compliment for the brand or a complaint against them. Each individual is entitled to their opinion, no matter the impact it could have on the person or the brand on the receiving end. Brands today need to have a social media presence, period. It’s the easiest way to reach an exponentially large audience. And with all the positive aspects of this exposure, there also comes a negative side - the Trolls! Though ‘boycott culture’ is as old as social media, unfortunately, 2021 can be labelled a year of outrage as many brands were made to pull off their ads. For instance, Tata’s jewellery brand, Tanishq, faced a considerable amount of backlash for its advertisement showcasing their new collection Ekatvam, featuring an interfaith babyshower. The brand got heavily trolled for promoting inter-faith marriages and “love jihad”, and soon saw a boycott trend as well. This led to a fall in stocks for Titan amid all the trolling and Tanishq pulling the video down, even though the Advertising Standards Council of India (ASCI) said that there was nothing indecent or vulgar or repulsive in the advertisement, to cause grave and widespread offense. Similarly, there were many campaigns like Manyavar’s “Kanyamaan”, Dabur’s Karwachauth ad, Sabyasachi's "Mangalsutra Collection'', FabIndia's “Jashn-e-Riwaaz” and so on and so forth, who faced major fallout for their progressive thoughts. Unfortunately, such trolls can heavily tarnish a brand’s image, also significantly impacting the brand’s marketing plans to promote any newly launched product or service. This also leads to the brand’s message getting lost in all the chaos created by these trolls. This in turn leads to upsetting consumers who are actually there with genuine intent. Here are some solutions for managing these troll situations better: <ol><li>Effective ORM Practices: Trolls don’t always easily stand out and it could be difficult for the brand to identify between an unhappy customer and a troll. Usually, trolls initiate a conversation which is controversial in nature whereas an unhappy customer will settle down once their complaint is addressed and resolved. The timing is super important and considering how fast social media platforms move, it’s essential for the brand to ensure that they respond within an hour’s time and give out a contact number/email ID to write to or simply ask them to “DM” (direct message) to take the conversation further. Any delay in response from the brand’s end can lead to speculation and stir up further agitation in the customer. Timely responses play a very important role and can go a long way in converting the unhappy customers into a part of their community which will also help in weakening the troll community.</li></ol>1. Do(n’t) Engage With Trolls: Once the brand has identified a troll, indulging in a conversation with them could be tricky. Anything that goes out from the brand’s handle on social media is a direct reflection on the company and one wrong response could have an entirely irreversible and negative impact on the brand image. Hence, responding with factually correct information can help defeat these trolls. Having said that, it is also difficult to reason with trolls and getting into an argument with them could only fuel the fire further. So, in such cases, the ideal solution for the brand would be to report their messages/comments and also watch out for anyone else interacting with the troll to avoid it from escalating. 2. Effective Crisis Management: Setting up a crisis committee who can create a plan of action that consists of all the possible solutions for every type of message or comment can help the brand to be prepared for anything that comes next and tackle it accordingly. Social Listening is a really effective way to monitor and track any negative sentiment that pops up about the brand on the internet and makes it easier to take action in real time. There are various listening tools that can help to effectively tackle the trolls, avert any such crisis and avoid the brand image from getting hampered. 3. Making Happy Customers Your Spokesperson: Set clear guidelines to ensure that all communication that goes out from the brand handle is religiously/politically safe and doesn’t hurt anyone’s sentiments. Identify brand ambassadors from their followers who ardently follow everything that they post and can speak for the brand, building a positive sentiment about the company. Maintain full transparency and put out content that showcases the values the brand stands for and how valuable their customers and their feedback is for them. This, in the long run will help build a community that will also police these trolls and stand by the brand in crisis situations. For instance, Flipkart got trolled last year after one of its service executives told a customer that the company cannot deliver goods in Nagaland because it doesn’t “deliver outside India”. The response was probably a genuine error; however, it was too late by the time Flipkart realized and apologized since they had already been hit by the trolls. To sum it up, social media trolls are not going to disappear from the internet anytime soon. The best way to avoid getting trolled is to be fully prepared and set up a process with the team that manages the brand handles on how they will deal with trolls or unhappy customers before any such situation arises. Once the process is in place, based on learnings, the brand can chart out a detailed plan of action on how they will address &amp; tackle the various different situations that could arise in the future and also ensure the brand image is intact.

Tackling trolling: How trolling affects brands

<ul><li>Tanvi Bosmia, Group Account Manager, Brand Experience, SoCheers writes how the global pandemic has impacted the content on <keyword id="6354632" type="UNKNOWN" weightage="20" keywordseo="social-media">social media</keyword>. </li><li>She shares how social media can be used as an effective tool of communication during a pandemic. </li></ul>Over the course of the past year, ever since everything became virtual, social media became an integral part of our daily lives whether it was to stay connected &amp; interact with people or for entertainment, to pass the time. It increased overall dependencies on social platforms to stay connected for work, education etc. During the pandemic, social distancing and multiple types of lockdowns were imposed in order to curb the spread of the virus which resulted in a surge of social media &amp; internet usage since it became one of the key sources of information and entertainment alike. Social media has changed the way we communicate with each other and has become an easy and an effective channel for information dissemination &amp; one of the primary sources of entertainment globally. At a time like this, social media played a crucial role in quick access to <keyword id="4741389" type="PERSON" weightage="20" keywordseo="reliable-information">reliable information</keyword> whether it was about disease symptoms, prevention, coping mechanisms, online counselling services, or finding resources online for covid affected patients with the help of one and another. Having said that, during this time, the need of the hour became to stay updated about everything related to Covid-19 and most of us also saw our own family members falling victim to the whole trend of forwarding whatever news that came their way irrespective of it being a reliable source of information. Social media has proven to be both a blessing and a curse in this case considering it’s one of the most effective means of communication but can also easily lead to misinformation. Here’s how content sharing was impacted by social media during the pandemic: -<cmsannotation type="cmsannotation" annotationid="Spreading information or misinformation? The choice is yours" text="Spreading information or misinformation? The choice is yours">Spreading information or misinformation? The choice is yours</cmsannotation> Social media has been used as an effective tool of communication by news websites, organizations, health care workers/doctors and the general public to spread information about the pandemic. Although, the question of information reliability still remains pertinent considering sharing happens at the click of a button which helps the original content to get passed on further within no time. This is extremely helpful when you want to reach out to a larger audience, however, it’s important to verify the source of information at every given point, otherwise, it could lead to inaccurate information shared with the same audience and there’s no control on how it’s perceived by the end-user. -<cmsannotation type="cmsannotation" annotationid="Fighting the Covid-19 Infodemic" text="Fighting the Covid-19 Infodemic">Fighting the Covid-19 Infodemic</cmsannotation> The Covid-19 Pandemic also witnessed a social media ‘Infodemic’ wherein we saw a rise in the fake news that was spread via multiple social media platforms which means most of the people’s understanding of the pandemic &amp; the virus did not come from their own personal experiences but from what they read &amp; understood through this fake news. This misinformation only caused further panic and affected the mental health and well-being of the individual on the receiving end. Moreover, every individual is vulnerable to misinformation owing to their own beliefs, the level of education, culture and backgrounds. This led to the World Health Organization (WHO) becoming more active on social media ever since, to help combat the genuine problem of fake news and ensure that any “coronavirus” search including Google leads them to the WHO website only. -<cmsannotation type="cmsannotation" annotationid="How Social Media Influencers, Content Creators, Brands helped in tackling the Covid-19 Crisis" text="How Social Media Influencers, Content Creators, Brands helped in tackling the Covid-19 Crisis">How <keyword id="3361533" type="COMPANY" weightage="20" keywordseo="Social-Media-Influencers">Social Media Influencers</keyword>, Content Creators, Brands helped in tackling the Covid-19 Crisis</cmsannotation> During the 2nd wave of Covid-19, it was like social media was reborn to help spread information whether it was combating oxygen shortage, finding plasma donors or finding a bed. We witnessed influencers, content creators, celebs &amp; brands alike utilizing the reach of their follower base to amplify SOS calls of patients or their families &amp; helping find resources for those in need. It did help to a large extent in gathering the resources as fast as possible, considering all of them served as credible sources. However, it also turned out to be a nightmare for the ones giving out their contact details online in search for whatever help they could find with them getting text messages from random people which may not have been the best experience for them. It’s so important to understand the urgency of sharing the right information, on the right platform and most importantly from the right source to avoid falling prey to an infodemic. If someone’s sharing any unreliable information with you, double check the source &amp; also urge them to verify the facts before they share it ahead to avoid any amplification of inaccurate information. So, to share or not isn’t the question if you ask me. To be alert and share responsibly is of significant importance here.

To share or not: Understanding social media and its ramifications during a pandemic

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Tackling trolling: How trolling affects brands

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To share or not: Understanding social media and its ramifications during a pandemic

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