A recent ScienceDirect study made news when it revealed that most online trolls demonstrate sadistic and psychopathic tendencies. Other behavior patterns trolls exhibit include Machiavellianism and narcissism.
Grist called the grouping, “the Dark Tetrad”, interpreting the reports definitions as follows:
- Machiavellianism (willingness to manipulate and deceive others)
- Narcissism (egotism and self-obsession)
- Psychopathy (the lack of remorse and empathy)
- Sadism (pleasure in the suffering of others).
Paper authors Erin Buckels, Paul D. Trapnellb, Delroy L. Paulhusc of the University of Manitoba go on to say, “Of all personality measures, sadism showed the most robust associations with trolling and, importantly, the relationship was specific to trolling behavior. Enjoyment of other online activities, such as chatting and debating, was unrelated to sadism. Thus cyber-trolling appears to be an Internet manifestation of everyday sadism.”
So what does this mean for online personalities, brands and their community managers?
Online trolls tend to be nasty people. Take them with a grain of salt and move on as quickly as you can, just like you would in real life.
Let’s be clear, serial grief-givers aren’t the run of the mill angry customer. According to the ScienceDirect research about 5.6% of the online population enjoys trolling. You are looking at a significant minority of everyday online voices.
A key identifier is that trolls enjoy giving brands and other people a difficult time. So when a conversation leaves the realm of reasonable complaint and turns into a provocative series of shots aimed to get a person to retaliate, it’s time to detach.
Google the person’s name, and check their social feeds. Does a litany of negativity follow them? It’s hard for a troll to live long on the Internet without leaving a trail of proverbial tears.
Brands sometimes have to respond. At the same time, many businesses simply don’t, or state that they have done the best they can based on their particular process. When it’s a troll, nothing you do will be right. It’s not personal. You may as well send them onto their next encounter.
What do you think?
This post ran originally on the Vocus blog.