EDITORS DESK

Over the past few years, there has been an evident rise in troll farms. These are organized groups that post provocative content on the internet to mislead, harass, or provoke reactions. While these entities were initially associated with political manipulations, recently, there has been a disturbing trend: reputable companies leveraging troll farms to target individuals or entities that voice concerns or criticisms about them on social media.

Companies may believe they're merely outsourcing a portion of their public relations or reputation management, but giving troll farms a free hand can backfire spectacularly. The problem lies in the methods these farms employ. Instead of providing constructive engagement or clarifying misinformation, troll farms often resort to aggressive and misleading tactics. These can include personal attacks, the spread of false information, or the creation of divisive narratives.

Such tactics are easily noticeable to keen observers. For example, many troll accounts exhibit repetitive behavior, use templated responses, or present disproportionate aggression to mild criticisms. This not only makes it apparent that the account is not genuine, but it also puts the reputation of the associated company at risk. 

Recently, a friend mentioned a brand online due to an issue he faced with their services. In response, he was targeted by suspicious accounts who blamed him for the problem. Upon closer inspection, it became clear that these accounts were troll accounts.

Identifying trolls can be tricky, especially when engaging in brand-related discussions or negative comments. Trolls, by nature, aim to disrupt, provoke, and garner attention rather than contribute constructively to the conversation. Here's how you can determine if trolls are engaging with you:

1. Disproportionate response: Trolls often respond with vehemence or hostility disproportionate to the initial comment or post. For instance, if you give a mildly negative review of a product, and someone responds with extreme anger or personal attacks, they may likely be trolling.

2. Shifting goalposts: No matter how rationally or logically you respond, a troll frequently moves the goalpost. They might change the topic or nitpick irrelevant details to derail the conversation further.

3. Lack of genuine interest: Trolls are rarely, if ever, interested in a genuine debate or discussion. They often don’t care about understanding your point of view or finding common ground. If someone is persistently combative without seeking to understand, they might be trolling.

4. Inconsistency in arguments: A troll’s comments may lack consistency and can even be contradictory sometimes. Their primary goal isn't to make a valid point but to provoke and cause chaos.

5. Frequent ad hominem attacks: Instead of addressing the content of your comment or the topic at hand, trolls often resort to personal attacks. They'll target your character, appearance, or other unrelated aspects to divert from the main issue.

6. Refusal to provide evidence: When pressed for evidence or sources to back their claims, trolls might dodge the request or make up false information.
7. Excessive use of sarcasm: While sarcasm isn’t necessarily indicative of trolling, excessive or misplaced sarcasm, especially when it doesn’t contribute constructively to the discussion, can be a red flag.

8. Profile examination: A quick glance at a suspected troll’s profile might reveal telling signs. They might have a new account, very few followers, or a history of posting inflammatory comments across various threads.

9. Engaging in ‘whataboutism’: Trolls often use the tactic of ‘whataboutism’ to deflect from the topic. For example, when discussing a flaw of one brand, they might retort, “What about [another brand] which did [unrelated negative thing]?”

10. Pattern of disruption: Some trolls consistently aim to disrupt various threads or forums. If multiple users point out someone's disruptive behavior or if they have a history of creating chaos across different conversations, they might be trolling.

Brands need to know that by getting the services of troll farms, they run the risk of:

1. Eroding trust: Today’s consumers value authenticity and transparency. Discovering that a brand is indirectly silencing or attacking critics can damage consumer trust and loyalty.

2. Legal and ethical implications: Depending on the nature of the troll farm’s activities, companies may find themselves embroiled in legal battles, especially if the false information causes harm.

3. Brand image damage: In the age of information, it takes little time for negative tactics to become public knowledge. It becomes hard to shed that association once a company is tied to underhanded tactics.

4. Crisis management: When such connections come to light, companies often have to divert significant resources to manage the resulting public relations crisis.

In some instances, investigations have led back to the operators behind these troll farms. For companies, it’s crucial to realize that due diligence doesn’t end once a contract is signed. They need to be aware of the methods being used on their behalf.

It’s essential to approach online discussions with an open mind, assuming good faith unless proven otherwise. Not everyone who disagrees with you is a troll. However, recognizing potential trolling behavior can help you decide when it's best to disengage and not feed the troll.

Companies must also uphold ethical standards in all their offline and online operations. Engaging in or endorsing harmful online behaviors can have long-lasting repercussions for a brand’s image and trustworthiness. In the digital age, where information is freely available and shared, the best strategy for companies remains openness, honesty, and constructive engagement.

(Art Samaniego, Jr. is the head of Manila Bulletin IT Department and is the editor of Technews.)