I recently wrote about preparing your brand before you go social. Here’s a good case to illustrate some of the discussed topics. Microsoft created a new Youtube channel on December 21^st to promote Live and Vista. Their videos illustrate the good things about Vista and Live. They don’t say anything negative, which is fine. This does not create a balanced conversation. If Microsoft is ready to be social, they have to accept comments good and bad. As you may already know, some people dislike anything Microsoft does. Microsoft left the comments section open, so people are free to leave all kinds of comments. Let the trolling begin.

Trolling is a term used for people who antagonize others on message boards or community sites. The comments left by trolls are meant to bait people into heated responses. Conversations can become polarized very quickly. Trolling is one of the little dark parts of conversational media. It can be remedied by moderation. However, too much moderation can kill a perfectly good conversation and create distrust. The best thing you can do is be honest about your products. The goal is to listen, learn and improve, not just to sell.

Most conversations with multiple voices have rude, loud or groundless points of view. People can tell what’s biased and what’s not. Overly positive or negative opinions will be flagged as trolling. People will call other people out. It’s nothing new. Your goal is to maintain a balanced conversation, not to police the web. That’s a bit difficult if you start with a one-sided conversation. Trolling happens. Balance Happens. Plan for both.

Filed under: Branding, Luis Carranza, Personal Opinions, Social Media Marketing, Strategy, Technology