Successful people are often targets for trolls—that said, successful brands are huge targets for trolls. The bigger the brand, the bigger the target. In customer service we like to think that the customer is always right, but on social media that’s not true. In fact on social media it’s often hard to tell if the person you’re interacting with is even a true customer? In fact companies today struggle to identify the person on social media at all. Companies today have to act as helpful do-gooders on the web, with the faith that if they add value to the community, they will be rewarded. However people do things on the web they would never do in a retail store, or even on the phone. They say things they would never say in front of their mother. It’s understandable that if a customer has a poor service experience that customer could be a little edgy online, but often today people who are not customers at all spend time trolling brands online. Some brands use trolling as a PR opportunity–or a chance to be funny.

from Forbes – Tech http://ift.tt/1rJi1o4
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