Taking control of the trolls: Crisis and social media management strategies

Victoria Mendoza
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Victoria Mendoza: Director of Conversation Design, University of Southern California, USA

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 1, 21-33

Abstract: 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.

Keywords: social media; trolls; crisis management; online community; community management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2022:v:7:i:1:p:21-33

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