The one irreplaceable resource in your campaign is…time.
And “time vampires” are everywhere…especially on social media.
Twitter, Facebook, et. al., can be tremendous resources for messaging and research; however, they can also be a major “time suck” if you choose to engage with jerks and trolls.
Here’s some excellent advice on this from marketing expert John Carlton…
“You do not feed the troll. You do not engage, answer or head to Google to prove him wrong. You deny him the return fire he requires for sustenance and breath. And, you realize that, over the course of a thread or discussion, the troll will lay out enough rope to hang himself.
“But beware: Even a withering put-down or insult will feed his dark needs — so you MUST ignore him completely. … Being ignored turns their venom back inside their own systems, and hastens the rot of their brain. Let them stew in their own juice. It works.”
It’ll take a great deal of self-control to ignore “the dumb-ass nut cases and the brilliant whack-a-doodles.” But ignore them you must.
On the other hand, remember this strategic advice from The Art of War…
“If your opponent is of choleric temper, seek to irritate him.”
Meaning you and your supporters should absolutely troll your opponents. Get under their skin. Irritate the heck out of them. Waste THEIR time.
Time they can’t get back.
Dr. Chuck Muth, PsD
THE CAMPAIGN DOCTOR
Professor of Psephology*
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* Psephology (see-follow-gee): The study of campaigns and elections