DealerAuthority Taming the Trolls: A Car Dealer’s Guide to Social Media Comment Management

[Brian Michael West]

What Exactly Is a Social Media Troll?​

Social media trolls are individuals who post inflammatory, offensive, or off-topic messages on your dealership’s pages with the primary goal of provoking an emotional response. They’re not interested in resolution – they want attention and conflict. Unlike legitimate unhappy customers, trolls typically have no intention of reaching a reasonable outcome.

The 5-Step Strategy for Effective Troll Management​

1. Distinguish Between Trolls and Unhappy Customers​

Before taking action, determine if you’re dealing with a genuine troll or simply an upset customer. Here’s how to tell the difference:

• Unhappy customers will usually reference specific experiences, provide details about their visit, and may respond positively to resolution attempts
• Trolls often use excessive profanity, make vague accusations, and show no interest in taking conversations private

When in doubt, offer to continue the conversation via direct message or email. A legitimate customer will typically appreciate the opportunity to resolve their issue privately.

2. Maintain Professional Composure​

When facing provocative comments, your first instinct might be to defend your dealership passionately. Resist this urge. Remember:

• Your response is visible to everyone, including potential customers
• A calm, professional reply demonstrates confidence and reliability
• Taking a short break before responding can help you avoid emotional reactions

3. Implement Strategic Comment Management​

Modern social media platforms offer several tools to manage problematic comments:

• Hide comments rather than delete them – the commenter won’t know their post is hidden from others
• Use comment filters on platforms like Facebook and Instagram to automatically hide posts containing specific words
• Mute particularly persistent trolls without alerting them
• Save banning as a last resort for the most egregious cases

4. Protect Your Community​

Your social media pages aren’t just about your dealership – they’re communities where customers interact. When trolls target other commenters:

• Step in quickly with a professional response
• Clearly communicate your community guidelines
• Consider pinning a post outlining acceptable comment behavior
• Thank positive contributors to encourage constructive engagement

5. Document Problematic Interactions​

Keep records of serious troll encounters, including:

• Screenshots of problematic comments
• Your responses
• Any actions taken (hiding, muting, banning)

This documentation can be valuable if situations escalate or patterns emerge with specific individuals.

When to Seek Professional Help​

Managing your dealership’s social media presence requires time and expertise that could be better spent selling vehicles. Consider partnering with automotive social media specialists who can:

• Monitor comments across all platforms
• Respond professionally to both positive and negative engagement
• Implement effective troll management strategies
• Build a positive online community around your dealership

At Dealer Authority, our social media management team handles the daily challenges of online reputation management so you can focus on what you do best – selling cars and serving customers.

Remember, your dealership’s online reputation is just as important as your physical showroom. Don’t let trolls tarnish the image you’ve worked hard to build.