If you are responding to internet trolls, the short answer is: don’t. An internet troll is a person who intentionally antagonizes others online by posting inflammatory, unnecessary, or offensive comments or other disruptive content that shouldn’t necessarily be replied to. This is typically the only time you’re encouraged not to reply to users on social media. Unfortunately, trolling is a reality of social media, and a common one at that. The more your brand grows, the more trolls you will get. If you know your brand didn’t do anything wrong, simply don’t reply. If the trolling gets worse, consider deleting the comments or hiding the replies.