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Taking control of the trolls: Crisis and social media management strategies
Institutions of higher education often find themselves in the crosshairs of Internet trolls. As online bullying and misinformation continue to grow as societal issues, it can be challenging to decide on the best tactic for handling trolling. The problem of trolls intensifies, and the ability to act quickly is all the more critical in the middle of a campus-wide crisis. This piece showcases how to maintain a welcoming presence and manage community online while allowing respectful dialogue through guidelines, an understanding of how the law may or may not restrict speech, and the ability to adapt on a case-by-case basis. Strategies for identifying trolls, common tactics for managing their presence, and how crisis management plays a role are all examined.
The full article is available to institutions that have subscribed to the journal.
Victoria Mendoza has led the University of Southern California’s social media marketing since 2019 and has almost 20 years’ digital marketing and communications experience. She is passionate about audience-focused storytelling and promoting diversity, inclusion and equity within content strategy. Victoria has won multiple awards for her social media campaigns from PR News, the Association of Media & Publishing and more, and is often found speaking at industry events and conferences. She is a mum of two boys who will eventually be her in-house experts for social media trends.