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e-hostility Anatomy of a Troll

Anatomy of a Troll

Glendale, CA

Anatomy of a Troll

Quick Guide eHostility

Glendale, CA Communications Department

Quick Guide eHostility

 

The Program * Managing e-Hostility

The increased use of social media and remote access technology creates challenges when government must manage or respond to hostility and incivility that may be present in these forums. 

Identify the Hostile

Troll in Internet slang, a troll (/ˈtrl/, /ˈtrɒl/), a troll is a person who sows discord on the internet by starting arguments or upsetting people, by posting inflammatory, or off-topic messages in an online community (such as a forum, chat room, or blog), either accidentally or with the deliberate intent of provoking readers into an emotional response or otherwise disrupting normal on-topic discussion.

Know your audience.  Although you may be a victim of e-Hostility and egregious as it may sound, does it deserve a counter? 

Seek to Understand; Then Seek to be Understood

Crowdsourcing -- Social Media is defined as the mass publishing of conversation intended to target a group or individual, yet for the greater public consumption and participation.  Ideas and content can be contributed by the solicitation of people from the online community.  Social Media conversation or blog is the most popular online activity and as a result drive all forms of conversation, opinion and discord.  Discord or e-Hostility sent for mass consumption is cause for immediate mitigation; utilizing tactics in crisis communications is not uncommon.  The medium used to communicate must be in similar form and fashion, known as Social Media Mitigation. 

Social Media Mitigation

A crisis that threatens the integrity or reputation, usually brought on by adverse or negative media attention followed by social media trending. “Trending” topics become popular through a concerted effort by users.

This is where "Tell it all, tell it fast and tell the truth" begins.  In the world of social media, telling it fast can be somewhat of a challenge.  Hostile postings, belligerent attacks, negative criticism can be either an immediate reaction without logical thought or a carefully thought out communication forcing an immediate response that could be hazardous on your part.

Engineering Strategic Social Media Platforms

Your target is 90% of consumers that trust peer recommendations. Having social media conversation to create a trend will drive individuals to a webpage.  But you have to have the right site, with the right messaging for effect.  Engineering a social media platform to act as a magnetic to draw in those that are trending on a subject will change perception especially when you find the unlikely support necessary for peer recommendations.

Tom Lorenz, Director of Communications & Community Relations ● City of Glendale ● Management Services

613 East Broadway, Suite 200 ● Glendale, CA 91206 ● (818) 548-4844 ●  tlorenz@glendaleca.gov

@MyGlendale #MyGlendale #GlendaleBiz