I often help companies and organizations to deal with internet trolls. Either directly or by setting up new internal processes for dealing with them.

It can be challenging to accept that it will take time to repair an online culture gone cracy.

In some not-so-rare-cases, the “trolls” aren’t actually trolls, but rather normal and valuable customers who are right to be angry. Such cases call for issues management, crisis management and crisis communication — depending on the specific situation.

Still, sometimes you have to deal with internet trolls going wild. It’s sad, but it’s a job that needs to be done1. But don’t despair. There are several tactics to resort to — and I’ve listed a few of them here in no particular order):

1. Surprise Them

Trolls might be bad people, but you can throw many types of them off by reacting in a way they wouldn’t expect you to. For instance:

  • Trolls that thinks that brands aren’t listening are often thrown off by getting a response.
  • Trolls who expects brands to post defensive responses are often thrown off by companies that respond by wanting to understand more.
  • Trolls that are expecting politeness are often thrown off by brands who responds with rejection, intelligence, or humour. 

Exactly what internet trolls expects varies; personally I often find it easier to understand their dynamics by using this very basic classification of mine:

Type A: Angry Trolls

It’s very difficult to reason with angry trolls, but they can cool off in time. There’s a sub-group of passive aggressive trolls that just won’t quit, but they’re often times less intensive when they attack. When dealing with angry trolls, don’t put the blame back on them — any defensive measures might make them, even more, aggressive.

Type B: Bleeding Trolls

When trolls are righteous activists, their actions are often fuelled by a cause they perceive to be of absolute importance, which in turn gives them the right to act out. They’re often not really talking to you (even if they address you directly), but rather trying to sway your audience to their side. They expect you to fight back or stay silent.

Type C: Crazy Trolls

Ranging from tinfoil hatters to all-in narcissists, the common trait is that they believe themselves to be the center of the universe and they seem to have a lot of time on their hands. Don’t confirm their view of the world, because you’re the bad guy in their version of reality.

2. Divide And Redirect

So, you’re being challenged to a duel at dawn. Fine.

If someone challenges you, you should get to choose the venue and the weapon, right? The aggressor obviously wants to have the duel right there on your Facebook wall for all the world to see, but why should you agree to this?

Instead of engaging in the channel of their choosing, let them know that you will accept their challenge if they’re willing to meet you halfway. When possible, move the conversation to another medium that’s less public or better suited for the purpose, like email or a user forum with specific threads for specific issues.

3. Establish House Rules

House rules are important, on Facebook especially. Even if your Facebook page technically belongs to Facebook and not to you, it’s still a space that reflects you and your brand. As an example, you can set up a rule that says that you won’t be dealing with customer service issues on your Facebook wall but rather on a user forum elsewhere.

If trolls are messing around with customer service queries, then you can point them in the right direction rather than getting into another pointless argument. And every now and then you can do a sweep and delete everything that violates your house rules and thus foster and nurture the culture you want to have.

Where to put up house rules?

  • On a landing page, controlled by you.
  • On a Facebook page tab.
  • As a pinned post on Facebook.
  • Directly in the Facebook cover picture.

PS. I have some house rules for my comment section here on Doktor Spinn (see below this post), where I’ve been inspired by life designer Tim Ferriss to ask for a “living room policy”. If someone disregards this, I delete them without thinking twice about it.

Here’s how Tim’s comment policy section looks:

internet trolls | Public Relations | Doctor Spin

4. Leverage Your Tech Advantage

If you have a comment section on your site, trolls can cause serious problems. If you run a popular site, manual pre-moderation can turn into a daunting task very quickly.

Here are some technical quick-fixes:

  • Allow voting of comments up-and-down.
  • Sort comments by popularity or rank.
  • Only allow comments from registered users.
  • Only allow comments from customers.
  • Highlight comments that gets answered by an admin.
  • Move comments that gets answered by an admin to the top.

And so on2.

5. Clean Up Your List

Trolls sometimes get onto your lists. Removing people from your subscriber lists can be a bit tricky from a democratic perspective, so without legal counsel, you should only remove people manually if you have solid (and preferably documented) reasons.

Why remove internet trolls from your lists? Trolls tend to be reactive and email send outs might often act as triggers, pushing them to misbehave in other channels.

6. Ban, Block Or Report

Sometimes you should just ban or block your internet trolls, especially on social networks that allow for this. Many companies are somewhat scared to do this; what if there’s blowback? Remember what I said about putting up some sort of “establish house rules”? Some might give rule-breakers a warning, before banning, reporting or blocking them.

If someone disrespects your house rules, don’t mess around. Cut them off.

Here’s how Marie Forleo takes care of business when “Susie” acts out in the comments:

internet trolls | Public Relations | Doctor Spin

… and Marie replies:

internet trolls | Public Relations | Doctor Spin

7. Empower Good Behaviour

Running a social channel, whether it’s a social network account or a comment field on your site, you’re responsible for fostering the participatory culture that you want to see. It’s easy to end up in a situation where you’re devoting all your visible efforts to the trolls and as a side-effect, you ignore the people who behave the way you want them to! That’s not good, right?

I’ve had the good fortune to grow up with dogs. Training dogs have taught me the power of positive reinforcements — and the even greater power of no positive reinforcement. Dogs are constantly looking for approval and they get really happy when they get it! Therefore, you don’t have to punish a dog that’s behaving badly — ignoring their bad behaviour will have an, even more, profound effect3.

Publicly reward and highlight those who play by your house rules!

8. Fancy Copywriting

When someone brings a verbal fight to your doorstep, you can always choose to actually engage. If you decide to take the fight, then fancy copywriting is your weapon of choice. Be charming, be clever. Make sure to win the popularity vote since you’ll be fighting it out in public.

Exchanging punches online is a very tricky business, though. Especially if you’re a business. You can’t act weak, but you can’t be aggressive, either. If a crazy person attacks your company for selling trade secrets to visiting aliens from other planets, then you won’t be scoring any points by calling this person crazy in public. But why not? If you’re proud of your business and confident in your decisions, then it makes sense to actually take a fight every now and then. 

Find the best writer at the company and put that person to work.

Like Sainsbury’s:

internet trolls | Public Relations | Doctor Spin

Or like O2:

internet trolls | Public Relations | Doctor Spin

Or (even if this might be pushing it a bit far) like Tesco:

internet trolls | Public Relations | Doctor Spin

Fancy copywriting examples via Social Media Examiner


  1. In Sweden, we even have a television show where we hunt some of these trolls down.
  2. Check out how Coca-Cola actually starts a discussion about internet hate through an actual online #MakeItHappy campaign.
  3. The classic Bandwagon Effect is powerful. If people see other people acting out like trolls, more people will stop thinking for themselves and convince themselves that such troll-like behaviour is normalised and start acting out themselves.