Bullies, nobody likes them. If movies are anything to go by (and real-life experience!), they are larger and stronger than the people they bully. They also work in groups, probably to validate for the evil they do.
As vile as bullying is, cyberbullying can be worse. Lack on physical contact won’t stop it, time is not a factor, and size of bully has no influence on the amount of pain they can unleash. Also, they’ll happily do it alone, although a more realistic scenario would be that other bullies — which otherwise wouldn’t know each other — get behind the initial bully, united by nothing more than the need to harm.
Brands and companies get negative feedback and comments all the time and is a normal part of having an online presence. But once the communications turn to badgering, it’s likely that you’re now being bullied. No amount of explanation will help; all they want is for their exact demands to be met or to deliver harm. Either way, the conversation will be in full view of others and is not a good look for the business.
If not handled properly, the brand’s existing employees may feel demotivated, customers walk away, and revenue drops.
Take Control
It takes a lot of patience to manage a company’s/brand’s social media channel. And that’s exactly what is needed when faced with an online bully — do not react.
When under stress, a single strongly worded comment could appear to be like bullying (even if it isn’t). Assess the situation, bullying persists even when clarification has been given or their grievances have been addressed.
If it continues, proceed with the following:
– Do not respond with negativity or name-calling. Be professional.
– Sometimes, ignoring is a viable action, especially if their bullying does not get traction/is seen through by other customers.
– Ask for proof of accusations. In this context, brick and mortar businesses should have CCTVs to counter any complaints, if needed. This is best done via personal messaging, emails, or face-to-face.
– Present your evidence (documents, email, etc) – If the cyberbully is making it uncomfortable for everyone else, use the delete and block function. Report the behavior if abuser is unrepentant.
