Thursday, May 10, 2007
trolling and abuse as marketing strategy
When you wrestle pigs, like insult slinging trolls, all you do is get filthy, but the pig loves it.
Sometimes a poor performing product, like a hateful anti-Cluetrain book, comes out.
The trollishly foolish book is combative. It picks fights, because nobody cares about its content.
The book stridently argues against the democratization of the web, against the rise of individual voice. The book and its puppet author seethe with hostility toward level playing fields, consumer empowerment, and corporate accountability.
The book and its little author want to go back to one way broadcasting, no user comments, and no non-hierarchical networked collaboration. Command, tradition, and blind obedience is preferred to the looming grassroots victory, what they call "anarchy", a psyche-flush they so richly deserve and fear.
The trollish book sits there. Stupid.
Nobody knows what to do with the thing.
So they try to force people to pay attention to it. How? By launching a campaign of personal insult, abuse, and vulgarity. Accusing the target of being "high", drunk, on medication, gay, or worse.
Caring nothing for those who are "different" or disabled, they sling their hateful slurs all over the web, in blogs and Twitter, wherever the more successful, popular, and constructive people hang out.
Using abuse, bullying, taunting, and even criminal intent, they "troll": try to pick a fight with a select individuals, disrupt a cohesive online community, and (hopefully) garner some attention.
"Look at me! I'm attacking you! Don't you just hate it?" seems to be the cry for help that forms the foundation upon which the trolling abusers build their attack vectors.
A lady or a gentleman will argue aggressively and knock the stuffing out of you intellectually. A good debater will be skillful in logic, complete in research, and fair in combat. But a troll is just a loser with envy issues.
Debate them? No.
Bash them? Sometimes maybe. If it seems appropriate, it can be fun for the whole family or office.
Ignore them? Yes, usually.
"Do Not Feed the Trolls" is a good policy. You'll notice that the savvy members of an online community do just that. They act like the troll is mute and invisible. The troll has been "shrouded", marked as dead to the conversation, null and void.
Abusive Marketing is not effective. A few thrills ensue as a community first recognizes the threat. After that, the troll is doomed to obscurity and unemployability.
They fade fast, you can surely count on that.
The more a person screams hysterically against Cluetrain and Web 2.0, the more money they probably lost on a failed dot com company. Unprincipled assaults on richer, more famous and mentally balanced individuals, this is their petty, pathetic form of vengeance.
Listening to "The Distance Between" CD by Great Lakes.