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Deal with it!
A UK Perspective on Internet Trolls
Editor's note: While most of our readers are in the US, I am proud that Restaurant Startup & Growth magazine has an international following, particularly among operators in primarily English-speaking countries. As independent operators, we often don't consider ourselves part of the global economy; however, many of the challenges and issues we face as entrepreneur restaurateurs in our country are shared by our counterparts in other parts of the world.
Michael Tingsager is a colleague and a friend based in Brighton, UK, where he is president of Hospitality Mavericks, a UK restaurant consulting firm. Michael has worked in the restaurant business his entire life, from employment with his family's concept to executive positions with McDonald's. He understands the machinery of the business as well as anyone I've known.
I've asked him to provide a perspective from his side of the Atlantic on given topics raised in this issue. We look forward to Michael becoming our "UK correspondent."
Ever-increasing digitalization of communications and social media has made it easier for operators of large chains and single-unit independent concepts to build relationships with their guests and the community. When it works, you can develop positive two-way communication with the public, including via online reviews. The potential downside is that disgruntled guests, or even individuals with nefarious agendas, can attempt to drag down your reputation. We are privy to an egregious example in this issue's installment of Independent Thinking.
Like the US, the UK restaurant industry is going through a digital transformation. In my view, this transformation brings great ways for smaller operators to leverage their competitive advantage against the larger operators. That is if they understand how to best achieve this.
In recent years, UK restaurants have experienced increasing numbers of online "trolls" who post bad online reviews to try to harm the operator, for no other reason than the satisfaction of doing so. Many operators we work with here at Hospitality Mavericks have been hit by negative reviews and comments on sites such as Yelp or Trip Advisor, as well as social media platforms such as Twitter, Instagram and Facebook.
A study of small UK businesses found that up to 51% had experienced negative or unfair reviews from internet trolls. It also claimed that some business owners have spent up to £30,000 a year managing "troll situations", along with the cost of potential lost sales and damaged brand perception.
What Do Successful Operators Do?
The majority of operators we discussed the problem with encountered by Shawn Walchef in this issue's Independent Thinking don't feel confident about how to handle troll situations.
Some operators "bury their heads" in the proverbial sand and simply ignore it, hoping it will fade away. Others go in the opposite direction, launching virulent counter-attacks against trolls and pursue legal action against the platforms on which the reviews have been posted.
Those who are in the best position to weather a scathing internet troll attack are those whose businesses are not solely aimed at making money, but contributing to the community and to society at large, not unlike Cali Comfort under Shawn's leadership.
In my view, neither of these extreme approaches works. In my experience in the UK, the best approach is to accept the world as it is and to be positively proactive. By this, I mean first accepting that dealing with trolls is now inevitably -- and unfortunately -- an integral part of running a restaurant business. And it is likely to be a growing problem for operators in the future.
We must "deal with it", just as we are required to do in all of the daily challenges facing independent operators. In short, the steps are to take pre-emptive steps, create a risk mitigation plan, and respond to attacks in a calm, measured and fact-based manner. If we are to present ourselves as competent and professional restaurant owners, there is no place for public emotional outburst and hostile responses.
As with all restaurant consulting companies, my team keeps a collective eye out for what the "best of the best" operators are doing - just as this magazine looks to find and communicate independent restaurant management best practices to its readers.
Those who are in the best position to weather a scathing internet troll attack are those whose businesses are not solely aimed at making money, but contributing to the community and to society at large, not unlike Cali Comfort under Shawn's leadership.
On both sides of the Atlantic, I have observed a growing preference among restaurant guests and employees for patronizing and working with businesses that make more than just profit, but positive impact on their community.
"Doing well by doing good" is important. It is also important to embrace the digital ecosystem for all its benefits and aggravation. The best of the best in the current restaurant marketplace are active on all relevant platforms, communicating with their customers, employees and the wider community and crucially, proactively controlling the positive story about their business that permeates these groups. They are not only actively building an online profile, but also amplifying the same authentic profile they have offline to communicate to the public about which they care.
When your business has a reputation of being among the "good guys", people are more likely to dismiss trolls for what they are: destructive and negative. In fact, always be looking to build capital in your "trust account" (as in engendering trust in your brand). It will come in handy when you encounter a troll storm, such as our friend Shawn survived.
On my side of the Atlantic, a great example of one of our clients doing just that is Nisha Katona, founder and CEO of Mowglian Indian street food restaurant with nine units in the UK. As CEO, she actively and personally manages Mowgli's presence on all social media platforms.
It makes sense, given, as CEO, her job is to create and drive the culture of her concept. Thus, she wants to be sure that the Mowgli culture and purpose is communicated daily, and also to be sure she's actively listening and available to customers and the wider community.
The Upshot…
To insulate your business from negative outsiders, you should create a culture in which your goal reaches beyond just generating a profit. You also have to be proactive in the social media space.
What should you do when your business encounters a troll attack? My five tips to deal with trolls include:
- Make sure you develop tactics for dealing with internet trolls in advance of attacks. Make a plan, consult social media experts if necessary, and document the plan for your team to execute.
- Clearly define the person responsible for managing troll response. Ensure they are competent to perform this role. It might be a marketing or social media expert.
- Respond quickly and aggressively. If you let it linger, the public might believe the attack has veracity.
- Your responses should reflect your larger purpose as a caring member of the community. They should reflect integrity and authenticity.
- If you feel angry about the situation (and let's face it, who wouldn't?) never let this out online. It is never necessary to react. It is often appropriate to respond.
