If there is one thing that really pisses people, it’s hijacking their social media stream – a clear social media marketing faux pas.

This is a called “Trolling”. No one likes a troll. They’re nasty, pervasive and have no care for the sensitivities of those around them. And they eat dwarves, horses, hobbits and infect your social streams.

According to Wikipedia: “In Internet slang, a troll (pron.: /ˈtrl//ˈtrɒl/) is someone who posts inflammatory,[1] extraneous, or off-topic messages in an online community, such as a forum, chat room, or blog, with the primary intent of provoking readers into an emotional response[2] or of otherwise disrupting normal on-topic discussion.[3] The noun troll may also refer to the provocative message itself, as in: “That was an excellent troll you posted.” ”

For years I have been hounded by what I call a “Like Invader”.

Like invaders are users that try to hijack your social stream by posting on your wall or associating you with hashtag in Twitter that you don’t have anything to do with or have never consented to .

For the past few years I have been trolled by a particular chap on Facebook. Whenever I post anything on a new startup I’ve invested in, or on Springleap, he starts posting to my walls (personal and business walls) about his business and cause. Furthermore, it’s a stupid one that shows no understanding of startup and business dynamics. A like invader.

As a result I won’t have anything to do with his endeavours or support him in any way. I’ve also come to the point that I’ve reported him for spam, after 2 years of telling him “No.” What’s to be learned by this? SOCIAL ETIQUETTE is a social media marketing must. It’s not complicated. This is not social media marketing. It’s social media trolling.

In life, when mentioning that a person has endorsed you in some way, surely you have permission to associate that person? What’s your opinion of this scenario: You’re giving your wedding speech and some bozo walks in talking about how he’s proposing to his gal.

Here’s some simple social media marketing etiquette do’s:

1. If you want to be authentic – ask for consent

2. Galvanise people to your cause by being a mensch (Don’t know what that is? Mensch)

3. Consider how you would feel if someone did exactly what you’re about to do

4. Think about how people will perceive you after the post (ie post troll). Do you want people to think of you that way?

5. Build real relationships with people. Engage them and discuss your cause/ mission – galvanise them to the cause authentically.

Courtesy is a major aspect of the social media marketing do’s and dont’s. Nobody likes trolling, and the infamous Like Invader is the first space invader that gets shot down in the game.

The Like Invaders - invading your social since 2005

The Like Invaders – invading your social since 2005

Eran Eyal
Eran Eyal
Eran is the founder and CEO of Shopin and StartupHat, Springleap, Evly (acquired), iDea (acquired), eSquared (acquired).


  1. Phillip says:

    I have a great deal to learn about social media (I’m from the snail mail generation.) However, I think that if we thought of people’s walls the way we think of people’s desks; we might have an easier time identifying the boundaries and not over-stepping the lines. Perhaps, we might be more compelled to feel and express respect for the wall owner’s property… the wall or blog or the persoal view in question. Thanks for the tip.

    • eraneyal says:

      With pleasure! It’s simply. Yo have the best effect in pr, one would galvanize partners to the campaign by communicating with them first and asking for permission or collaboration.

      Social is no different. Apply the rules of common courtesy and respect.

      Be a mensch.

  2. Love this article, I’m a newbie to social media and the above added some much needed value

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