By FireRescue1 Staff
It’s no secret that social media can be both a blessing and a curse. For those managing fire department accounts – whether you’re a public information officer (PIO) or in a position to manage the department’s online presence – encountering unhelpful or inflammatory comments, even comments you perceive to be downright moronic, is an inevitable part of the job. Internet trolls not only waste time and energy but can also derail meaningful communication with the public, which is a critical responsibility for fire service professionals.
How to handle online trolls
It’s important to first differentiate between internet trolls and other individuals who post negative comments. Some individuals will take to social media to complain about any number of issues, for example calling out a firefighter who was rude to them on the scene of an emergency. While sometimes frustrating, negative comments can actually lead to positive interactions and service improvements. Trolls, on the other hand, typically post inflammatory, offensive or irrelevant content to provoke a reaction or start an argument. They sometimes post anonymously or under a fake name, and encourage others to join in the attack.
Unlike personal social media use, where blocking or ignoring trolls is often the easiest solution, managing a public account involves balancing professionalism, transparency and engagement. It’s not just about staying calm; it’s about protecting your department’s reputation and ensuring that critical safety information isn’t overshadowed by negativity. Additionally, government agencies have different standards to uphold online, namely not violating First Amendment censorship rules.
As such, it is important to have a clear social media moderation policy and archive any posts that are removed for being in violation of the policy. Read more from Curt Varone here.
Follow this guide to handling internet trolls – while maintaining your sanity and professionalism.
Establish a social media policy
- Develop and implement a clear social media policy outlining acceptable behavior and consequences for violating guidelines. Post these rules visibly on your social media platforms to set expectations for user interactions.
- Include specifics about how the department will handle inappropriate comments, such as hate speech, personal attacks or misinformation.
Stay professional and neutral
- Respond to negative comments professionally, without engaging emotionally. Use factual, calm and concise language to address misunderstandings or misinformation.
- Avoid engaging in arguments or retaliatory behavior, as it can escalate the situation and damage your reputation.
Monitor comments regularly
- Actively monitor posts and comments to identify and address negative or harmful content quickly.
- Assign dedicated team members or a PIO to oversee social media accounts and respond promptly.
Use moderation tools
- Leverage social media platform tools like keyword filtering to automatically hide offensive or inflammatory comments.
- Use moderation features to delete harmful content or ban repeat offenders if necessary.
Correct misinformation swiftly
- If a negative comment spreads misinformation, respond with accurate information and provide sources if possible.
- Keep the tone professional and focus on educating rather than debating.
Engage positively
- Counteract negativity with positive posts highlighting the department’s achievements, community involvement or personal stories of firefighters. Showcase the human side of the department to build goodwill.
- Respond to positive comments and questions to encourage constructive interactions.
Know when to ignore
- Recognize that not all negative comments require a response. Trolls thrive on attention; ignoring them can often be the most effective strategy.
- Focus on comments that warrant clarification or address legitimate concerns.
Involve the community
- Encourage community members to share their support and positive experiences with the department. This can drown out negativity and foster a sense of mutual respect.
- Host Q&A sessions or live events to build trust and transparency with the public.
Train social media managers
- Provide training for staff managing social media accounts to equip them with skills to handle negativity, de-escalate conflicts, and communicate effectively online.
Be transparent about mistakes
- If the negativity stems from a legitimate issue, acknowledge it and communicate steps being taken to address it. Transparency builds trust and credibility.
Promote positivity proactively
- Regularly post engaging and uplifting content that showcases the department’s value to the community. Positive messaging can shift the focus away from negativity.
- Highlight public safety tips, behind-the-scenes glimpses, and success stories to engage followers constructively.
Know your legal boundaries
- Familiarize yourself with laws governing public agency social media accounts, particularly regarding free speech. Avoid deleting comments or banning users unless they violate your policy or laws.
- Document any actions taken to remove content for accountability.
By implementing these strategies, fire departments can create a supportive and respectful online environment that minimizes the impact of negativity while fostering trust and engagement with the community.
Prevent negativity from impacting your mental health
It’s completely natural to feel frustrated when encountering online trolls or people making inflammatory or unhelpful statements. That frustration often stems from a sense of injustice, a desire for meaningful discourse, or even concern for others who might be negatively impacted by those comments. Here’s some advice to help you let go of that frustration:
Understand the troll’s motivation
- Trolls often post inflammatory comments for attention or to provoke emotional reactions. Recognizing that their goal is to trigger you can help you disengage. By not reacting, you deprive them of the satisfaction they seek.
Reframe your perspective
- Instead of seeing the comment as an attack or source of annoyance, view it as an example of behavior to rise above. Think of it as an opportunity to practice emotional regulation and resilience.
Control your engagement
- Ask yourself: Does this comment deserve my time and energy? Most often, the answer is no. Consider the 5x5 rule: If it won’t matter in five years, don’t spend more than five minutes worrying about it.
Create emotional distance
- Visualize the troll as a child throwing a tantrum. This can diminish the power of their words and help you detach emotionally. You can also use humor to internally defuse their impact, imagining their comment in a silly or absurd context.
Curate your online space
- Block, mute, or filter out accounts that consistently frustrate you. Many platforms allow you to create a more positive online experience by tailoring what you see.
Channel frustration into constructive action
- If the topic genuinely matters to you, consider writing a thoughtful post or contributing positively to the discussion elsewhere. Putting energy into something meaningful can help counteract negativity.
Practice self-compassion
- Remind yourself that it’s okay to feel frustrated—your reaction shows you care about constructive communication. Use that awareness as a sign to take a deep breath and let the feeling pass without acting on it.
Focus on your values
- Think about what truly matters to you and whether this interaction aligns with those values. Often, the best response is to focus on building something positive rather than engaging with negativity.
Log off and recharge
- If the frustration becomes overwhelming, step away from the screen. Spend time doing something you enjoy, such as going for a walk, reading, or talking to someone who uplifts you.
Letting go of frustration with trolls is a skill that improves with practice. Each time you successfully disengage or reframe your perspective, you build resilience. Remember, you’re in control of your emotional energy, and choosing not to let a troll drain it is a victory in itself.
FireRescue1 is using generative AI to create some content that is edited and fact-checked by our editors.