If you want to start banning people, do that,” he says. “I suppose my advice would be to be consistent. However, his advice to other businesses facing aggression online is to make a choice on how to deal with it and stick to it. “I personally have been moderating comments since Monday night basically nonstop,” Currie tells SmartCompany, acknowledging that many businesses might not want to engage with trolls directly when things escalate so quickly. The more time you invest in your brand image and reputation - the stronger the following and loyalty you will receive in hard times where you need to ‘borrow’ some additional support,” she says. “Brand reputation can be considered just like a bank account. “I think businesses inherently know what they stand for, but in terms of a clear sticking to those, it’s not something that many do well,” she says.ĭirector of InsideOut PR Nicole Reaney says you will get support from your customers or community entirely depending on what you put in. While many businesses “know inherently” what they stand for, actually sticking to those values in the moment is difficult for those who haven’t thought about what that looks like when times get tough. “ If you’re going to invest, you need to commit to it - you can’t be half pregnant,” she says. Gamble says this is incredibly important, because you can’t leverage a community if it isn’t there in the first place. “We are very lucky to have customers and indeed former staff members with great social media engagement, and they took to the task of taking down the trolls with gusto!” Currie says. Build a community well before controversy hits “ Rather than them going to prosecute the trolls, they’ve gone to their community and said ‘what do you think about this?’,” Gamble says of the Avid Reader case, highlighting how this wouldn’t have been possible if the store was disconnected from social media from the start. Too many businesses use this fact as an excuse not to engage with new platforms in a meaningful way, but this is a missed opportunity, because if you have a strong community, it can help counteract any attacks against you. “ You can’t control what happens in social media, they rely on the crowd self-moderating to a certain extent,” she says.
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