Economic trolling - a modern phenomenon with ancient roots and its impact on business owners

The term "trolling" has evolved significantly over time, both in its etymology and its societal implications. Originally derived from Old French troller, meaning "to wander" or "to stroll," the word has taken on a more sinister connotation in the digital age. Today, trolling refers to the deliberate act of provoking, harassing, or disrupting others online, often for personal amusement or to derail meaningful discourse.

But what happens when trolling intersects with economics?

How does economic trolling impact business owners, particularly those from marginalised communities, and what can be done to mitigate its effects? This blog post explores these questions, weaving in the personal journey of a black woman navigating the complexities of marketing a book in a landscape shaped by systemic biases and economic trolling.

The etymology and evolution of trolling

The word "troll" has its roots in folklore, where it described mythical creatures known for causing mischief. Over time, the term migrated into the digital realm, becoming synonymous with online behaviour designed to provoke or upset others. In the context of economics, trolling takes on a new dimension. Economic trolling can be defined as the deliberate manipulation of market perceptions, business reputations, or consumer behaviour through deceptive or inflammatory tactics. This might include spreading false information about a competitor, artificially inflating or deflating stock prices, or using social media to undermine a business's credibility.

Economic trolling is not a new phenomenon; it has historical precedents in practices like smear campaigns and market manipulation. However, the digital age has amplified its reach and impact. Social media platforms, online forums, and review sites provide fertile ground for economic trolls to operate, often with anonymity and impunity. For business owners, particularly those from underrepresented groups, this creates a unique set of challenges.

Economic trolling and its impact on business owners

For business owners, economic trolling can manifest in various ways. Competitors or malicious actors may post fake reviews, spread rumours, or engage in coordinated attacks to damage a brand's reputation. For marginalised entrepreneurs, such as women, the impact can be pronounced.

Systemic biases and stereotypes often make these business owners more vulnerable to economic trolling, as their credibility and legitimacy are frequently questioned in ways that their male counterparts are not.

Consider the experience of me as a woman author marketing my book. I instinctively understand that the traditional rules of business and wealth-building may not apply to me in the same way.

My SWOT analysis evaluating my strengths, weaknesses, opportunities, and threats reveals a complex landscape.

My strengths might include my unique perspective, resilience, and the authenticity of her voice.
My weaknesses could stem from limited access to resources or networks that are often gatekept by systemic barriers.
Opportunities may lie in the growing demand for diverse voices and stories, while threats include economic trolling, systemic racism, and the constant need to prove I am worthy of being in spaces that were not designed with me in mind.

The role of SWIPE in navigating economic trolling

In this context, the concept of SWIPE

*Stop and breathe
*Weigh up whether it’s worth it
*Investigate the intent
*Protect your peace
*Educate or exit

becomes crucial.

Unlike traditional SWOT analysis, SWIPE acknowledges the role of identity and perception in shaping a business owner's experience.

For me as a black woman author, I am identited as both a source of strength and a potential target for economic trolling. How I am perceived by others, whether as a credible authority or an outsider can significantly impact my ability to market my book and build wealth.

The great writer Toni Morrison famously said, "If there is a book that you want to read and you cannot find it, write it yourself."

This sentiment resonates deeply with marginalised authors who often find themselves excluded from mainstream narratives. Writing a book is an act of defiance and empowerment, but marketing it requires navigating a landscape fraught with economic trolling and systemic biases. The book itself does not have to be a sales magnet in the traditional sense; its value lies in its authenticity and the unique perspective it offers.

Strategies to overcome economic trolling

So, what can business owners, particularly those from marginalised communities, do to overcome economic trolling? Here are a few strategies:

Build a strong community: Cultivate a loyal community of supporters who can vouch for your credibility and counteract negative narratives. This might include readers, fellow authors, or industry professionals who believe in your work
Leverage authenticity: In a world where economic trolling thrives on deception, authenticity is your greatest asset. Be transparent about your journey, your challenges, and your successes. Authenticity resonates with audiences and builds trust
Monitor your online presence: Regularly monitor your online presence to identify and address instances of economic trolling. Tools like Google Alerts and social media monitoring software can help you stay ahead of potential threats
Educate your audience: Help your audience recognise and resist economic trolling. By raising awareness about the tactics used by trolls, you can empower your community to support you more effectively
Seek legal recourse: In cases where economic trolling crosses the line into defamation or harassment, consider seeking legal recourse. While this can be a lengthy and costly process, it may be necessary to protect your reputation and livelihood
Focus on your niche: Rather than trying to appeal to a broad audience, focus on your niche. Marginalised voices often resonate most strongly with specific communities who are hungry for representation and authenticity

The internet is a powerful tool, but it comes with a challenge: faceless trolls who thrive on provocation and intimidation. SWIPE Workbook: Mastering the Art of Handling Trolls and Protecting Your Peace is your essential guide to staying calm and confident in the face of digital drama. Whether you're a business owner, content creator, or parent of a young digital native, SWIPE equips you with practical tools to navigate online interactions, protect your mental wellbeing, and maintain control.

Featuring nine real-life case studies, reflective exercises, and actionable strategies, SWIPE empowers you to handle trolls with resilience and composure. It’s time to take back control and reduce the fear of online antagonism.

Pre-order your copy today and transform how you respond to digital challenges: https://www.marketingwithlovedigital.co.uk/swipe-landing-page.

#SWIPE #HandleTrolls #DigitalWellbeing #TakeControl