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Trolling is the act of leaving frequent, offensive/negative comments on social media posts. This can be done by a single person (troll) or a group of people (trolls). Handling a troll on social media can be uncomfortable. Here are a few strategies to help eliminate trolls on your Facebook page. 

Utilize Facebook Filters 

  • Community Standards– Facebook automatically conducts moderation on the Facebook platform as a whole. In order to use Facebook, users are required to agree to the Community Standards. These standards ban things like nudity, hate speech, excessive violence, and fake profiles. 
  • Profanity Filter– Any page admin can implement the Profanity Filter setting on Facebook. When using this filter, admins have the option to set the filter to either “medium” or “strong.” The difference between the two settings is the offensiveness of the profanity allowed. This is determined by Facebook and is not completely defined.  
  • Keyword Blocking– Facebook allows admins to block up to 1,000 keywords from appearing on their pages. This setting is not case sensitive and will block variations of the specified keywords from appearing as well. 
  • User Banning–  In the case of an individual or small group of trolls, it could make sense to simply ban the offending users from the Facebook page. The banned user(s) will still be able to share content from the page, but they will not be able to comment, like, or post on the page. The banned users will also be blocked from sending messages to the page’s inbox.

Additional Considerations

While each of the aforementioned Facebook settings can be incredibly useful, those filters are typically preventative. When actively dealing with a troll, the following recommendations should be considered: 

  • Responding to the Troll– In general, it is best practice to respond to comments on your posts. The same applies when it is a troll commenting. If possible, address the frustration or concern of the commenter and provide a solution. This could be through encouraging the user to reach out via personal message or phone call. Other users generally react positively to a brand being responsive and helpful by commenting back. Alternatively, ignoring the troll can give credence to the troll’s complaints and even encourage other trolls to comment. 
  • Deleting Comments– If responding to the user’s comment is unsuccessful or if the user’s comment leaves no room for a solution, it is possible to delete comments from your posts. This should not be the first course of action as it can lead to frustration from the commenting user. Deleting a comment can provoke the troll to leave another, more offensive, comment. It is also important to consider the fact all comments (negative or positive) play into an ad’s engagement rate. A higher engagement rate leads to better performance. 
  • Resetting Ads– If there is one ad causing the trolling, it is possible to reset the ad. This is not ideal as every time an ad is reset, all of the data and learnings associated with the ad is reset as well. After resetting an ad more than once, it is worth considering sunsetting the ad in question and replacing it with a new ad. Resetting an ad is an extremely manual process and is not something that can be done for all live ads frequently. 

Ultimately, having a troll target your page be a nuisance. However, there are multiple strategies and resources that can be used to help stop a troll. Inconvenient as it may be, appropriately responding and reacting to a troll can be a positive reflection of your business. 

By: Emma Beverlin, Account Manager