Social Media: When not to engage
When Not to Engage: The Art of Managing Trolls on Corporate Social Media
Most of us are told to “lean in” to engagement. But sometimes, whether you have a hostile media, unhappy individuals out there, or you’re just unlucky enough to attract the attention of a keyboard warrior, a troll coming for your brand is horrifying. The wisest strategy is to pause before you post, and get a few hard conversations going now to support your brand from the hit of the freight train.
Let me share a story.
Years ago, I was managing the brand and communications for a professional services firm, when someone posted derogatory comments under a corporate social responsibility post. It was 3 am. While the team slept, our values-led content became a lightning rod. The comments were hurtful, incorrect, and attacked the Company’s motives and values.
The damage felt horrifying.
As brand manager, I faced a brutal double-bind:
· Leave the comment and risk looking weak or asleep at the wheel.
· Respond, and potentially poke the bear, engaging someone incapable of a balanced exchange… or worse, someone actively seeking an online fight.
This is the reality of corporate trolling.
It's not just nasty, it's strategic. It undermines trust, authority, and public perception fast.
So, what should you do when this happens to you?
Here are my top five lessons from the frontlines of managing high-profile brands, and from supporting litigated defamation and injurious falsehood cases:
1. Know Your Troll Types
Not all negative comments are trolling. Learn to spot the difference — trolls seek chaos, not resolution.
2. Don’t Fuel It
Algorithms reward attention. The more you engage, the more visibility you give to false or inflammatory claims. Silence can be your strongest tool. Critically – ask yourself, did the troll ask a question? If not – you must consider if a response is needed.
3. Have Pre-Built Guardrails
Your Comms and Leadership teams need rules. Who decides when to respond, when to escalate, when to block? Document it before you need it. Company page admins need more than ‘common sense’ and unsaid rules to navigate trolls.
4. Record Everything
Always screenshot offensive or misleading posts. Trolls delete, twist, reappear. Documentation protects your brand, and your people. Litigators will need evidence.
5. Sometimes, Less Is More
A neutral, professional redirection to a formal channel shows integrity without giving oxygen to disruption.
Want to know how I handled that 3am troll nightmare? Let’s chat. I’d rather you be prepared, because when it happens to you, it feels like your world is caving in.
And in that moment, the strength of your engagement strategy becomes crystal clear.
Let’s Work Together | Book a conversation
More Ideas | Explore related articles
Be the First to Know | Subscribe for free now
