Turning Online Trolls into Triumph: Overcoming Jealousy and Negativity Targeted at your Business.

By Carly Knowles

In today’s digital age, social media is an essential tool for businesses, allowing us to showcase our services, educate clients, and connect with our community. However, with visibility comes vulnerability, especially to online trolls who hide behind fake profiles to tear down businesses that are thriving.

The beauty and hair industry thrives on trust, creativity, and personal connections with clients. But with the rise of social media, business owners and influencers alike are increasingly facing a dark side. Online bullying, trolling, and fake Google reviews that can damage businesses and artists reputation. These negative interactions can be especially harmful when you’ve worked so hard to build a positive image and community. Rather than focusing on the emotional reaction that this type of trolling can have on you, actively navigate the challenges and protect both your mental health and your brand.

Recently, our clinic experienced this firsthand when an anonymous profile was created with the sole purpose of posting malicious comments on our social media. The messages suggested we must not be busy because we “have too much time to film” and criticised our content as “cringy.”

While it was initially disheartening, it quickly became clear that this was not a reflection of our business, rather it was a reflection of the person behind the screen. Instead of letting negativity take hold, we chose to flip the script and turn this experience into a powerful lesson on resilience, positivity, and industry solidarity.

The individual who attempted to troll our business clearly demonstrated a very narrow- minded perspective, failing to understand the realities of running a successful, high-revenue clinic like ours. Their assumption that being consistent with content creation must mean we are “quiet” or struggling for clients, is not only outdated but completely misinformed. In today’s digital landscape, thriving businesses prioritise content as a key component of their strategy, engaging with their audience, showcasing their expertise, and building brand awareness. The fact that we consistently create and share content is not a sign of inactivity, it’s a sign of strategic focus and commitment to our growth.

What’s even more ironic is their perception that our content is “cringy.” This actually works in our favour because, whether they realise it or not, they felt something. The goal of marketing is to evoke emotion, and if our content made them react, whether positively or negatively, it proves that our strategy is doing exactly what it’s meant to do, capture attention and create engagement.

So, what exactly are online trolls? Trolls are individuals who post inflammatory or upsetting comments on your posts or create fake or misleading online reviews, often to provoke a reaction or to harm your business. These people hide behind the anonymity of the internet, making it difficult to address their behaviour directly.

But why in the world would anyone want to do this? Often, trolling is motivated by a desire for attention, jealousy, to undermine competitors, or simply out of a need to stir drama.

For beauty and hair professionals and business owners alike, the effects of online bullying can be devastating. Negative comments on your social media posts can damage the trust and rapport you’ve worked so hard to build with your clients. Worse yet, false reviews on platforms like Google can tarnish your reputation and cause potential customers to hesitate before booking your services.

Handling Negative Reviews

A single fake review can significantly damage your reputation, especially if it’s negative and baseless. Since Google reviews are one of the most influential factors in how potential clients find and choose beauty professionals, it’s essential to address them head on.

Monitor Your Reviews Regularly

Keep an eye on your online presence by regularly checking your Google reviews. If you notice a pattern of fake reviews or harmful comments, you’ll need to take action quickly.

Respond Professionally

If you come across a fake or misleading review, the first step is to respond calmly and professionally. Express empathy for the individual’s concerns and offer to resolve the issue privately. This shows that you’re committed to customer satisfaction, even if the review is not based in truth. Let your loyal customers and followers become your best defence by showcasing positive engagement. Encourage positive comments, testimonials, and shares from happy clients. Creating an online community that supports your work is a powerful way to drown out the noise of negativity.

Report the Review

Google allows you to flag reviews that violate their policies (E.g.: reviews that are clearly fake, defamatory, or offensive).

To do this, go to the review, click on the three-dot menu, and select “Report Review.” Google will assess whether it violates their guidelines and may remove it if it does. You can also seek help from professionals. If you’re overwhelmed by the trolling or false reviews, consider working with a reputation management service or your lawyer. These experts can help you manage your online presence, address negative feedback, and even help get fake reviews removed.

So what about when you’re faced with online bullying??

Recognise the source: It’s Not About You!! When someone goes out of their way to criticise your content or business practices, it often says more about their own insecurities than your work. Jealousy and competition can drive people to act out in unkind ways. Instead of taking it personally, recognise that their words are coming from a place of their own struggle. Remind yourself why you started. Stay focused on your goals, your clients, and the positive impact your business creates.

To engage or not to engage?? Take Control Instead. It’s tempting to respond defensively, but engaging with trolls often gives them the attention they crave. Instead, take control by blocking and reporting fake accounts, deleting harmful comments, and tightening your page’s security settings. Your energy is better spent on those who support you. Use social media features like comment moderation filters or keyword blocks to proactively prevent negativity from showing up on your content.

Why it’s okay to block: In today’s digital landscape, your social media presence is an extension of your business, a space where you connect with your audience and reflect your brand’s values. Just as you carefully curate your physical environment, it’s crucial to curate your online space as well. Sometimes, that means setting boundaries by blocking individuals who don’t align with your vision. Blocking isn’t about avoiding criticism or being petty, it’s a proactive step to protect your business and mental well-being by removing negativity, whether from passive observers or active disruptors.

Your social media platforms should be reserved for those who genuinely support your offerings and contribute to a positive, engaging community. Negative energy, even from those who linger without interacting or continuously criticise, can be draining. It distracts from your focus on nurturing authentic relationships and building a thriving business. Blocking is a form of self- care, a way to ensure that your digital space remains a reflection of the empowering, inclusive experience you want to offer.

Ultimately, your social media is your space, and you have the right to choose who gets to be part of it. Setting boundaries, whether by blocking or removing negative influences, protects your brand and ensures that your energy stays focused on those who truly appreciate what you bring to the table.

Transform negativity into opportunity: A negative experience can actually fuel greater creativity and connection with your audience. Share your experience (without giving trolls more airtime) and focus on inspiring your followers with messages of empowerment, resilience, and authenticity. Post content that reinforces your values, such as celebrating client success stories, showcasing your team’s hard work, and emphasising the passion behind what you do.

Seek support and speak up: You’re not alone in facing online bullying. Many businesses, especially in the beauty and hair industry, have encountered similar experiences. Use these moments to connect with industry peers, support each other, and raise awareness about online professionalism and kindness. Set boundaries around what behaviour you will and won’t except when people visit your business.

Don’t be scared to promote what these boundaries are. While holding yourself to the highest standards of professionalism, it is ok to enforce mutual respect from your customers, which is the foundation of every great interaction. Kindness goes both ways, and demanding, rude or bullying behaviour has no place in any business. Consider collaborations with other local businesses to build a stronger, united front against negativity and foster a supportive industry culture.

Keep showing up and being YOU: Trolls thrive on discouraging others, but the best way to defeat them is to keep doing what you do best...running your business with passion and authenticity. Your audience follows you because they appreciate your unique approach, your expertise, and the value that you provide. Don’t hold back on content creation. Whether it’s educational, entertaining, or personal, keep showing up and serving your audience.

Turning negativity into a positive force: At Bella Pelle Body Clinic, we’ve used this experience to double down on our commitment to authenticity. We’re proud of the content we create, and it’s a reflection of our dedication to our clients and our community. If anything, this experience has reinforced that we must be doing something right, because success often attracts both admiration and envy. So, if you find yourself facing online bullying, remember this: Your success is yours to celebrate. Stay focused, stay positive, and don’t let anyone dim your sparkle.

The Power of Emotion in Marketing

Marketing is more than just selling a product. It’s about evoking emotions. Whether it’s excitement, trust, or fear of missing out, emotions drive purchasing decisions and shape how consumers perceive your brand. What matters most is sparking a reaction, positive or negative, because attention is currency in today’s market. Positive emotions like joy or inspiration foster deep connections and loyalty, while negative emotions, such as fear or frustration, can highlight a problem and position your brand as the solution.

The key is to turn those initial negative feelings into a positive outcome, with your brand at the centre. Ultimately, good marketing isn’t about pleasing everyone but resonating with the right audience. If people engage with your content, even through criticism or fake profiles, it means your brand is making an impact and that’s a win in my eyes. Online negativity is a reminder that success attracts both admiration and criticism, but staying true to your values ensures long-term relevance.

Stay consistent, stay visible, and most importantly, don’t let the noise of negativity distract from the impact of your messages. If anything, situations like this are a sign that we’re doing something right and we’ll continue to show up, inspire, and grow, regardless of the opinions of those who don’t understand our journey.

@carlyknowles @bellapelle @totalcoachingacademy_