Trolls

In the context of the Internet, a troll is a person who deliberately seeks to provoke other users, create controversy, sow discord, and disrupt normal online communication. Trolls often act anonymously and may use various tactics to achieve their goals, ranging from provocative comments to personal attacks and defamation.

A common practice among trolls is "flaming," which involves writing aggressive, offensive, or insulting messages with the aim of provoking an emotional reaction in other users. This can occur in comments on social media, discussion forums, or website comment sections. Another common tactic of trolls is "spamming," which involves sending repetitive, irrelevant, or unsolicited messages in large quantities. Spam may include malicious links, unwanted advertising, or simply messages designed to annoy other users.

Trolls may also engage in "astroturfing trolling," which is when they use fake identities to pretend to be several different users and give the impression that there is a consensus around a particular opinion or viewpoint. This can be used to manipulate public opinion or spread false information.

Additionally, trolls often engage in "doxxing," which is the practice of searching for and posting someone's personal information online without their consent. This can include details such as full names, addresses, phone numbers, financial information, or any other information that can be used to harass or intimidate the person.

In the field of marketing, trolls can pose a challenge as they can affect the reputation of a brand and create a negative online image. For example, a troll might leave negative comments on a company's social media or post false reviews on review websites to damage its reputation.

To combat trolls, it is important for companies to have a clear online reputation management strategy and respond quickly and professionally to negative comments. It is also important to educate employees and followers on how to identify and handle trolls appropriately, avoiding falling into provocations and maintaining a positive and constructive tone online.

The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.