Seth Godin Proposes a ‘Troll Button’ to Combat Online Harassment

In a recent LinkedIn post, Seth Godin discusses the persistent problem of online trolls and proposes a novel solution to mitigate their impact on social media platforms. Godin argues that while trolls have always existed, the current social media landscape, driven by algorithms designed for attention, has inadvertently created a business model that supports and amplifies their disruptive behavior.

Godin begins by defining the troll as someone who “invents nonsense grievances in order to get attention.” He points out that historically, the ability to profit from such behavior was limited, but social media has changed the game. “Algorithms can be gamed for attention,” Godin writes, “People who are willing to tear down others for fame and short-term gain can leverage their selfish actions, create clicks, and get paid for it.” He likens this to staging a car crash to capitalize on public curiosity.

The Amplification of Trolling Through Algorithms

The core of Godin’s argument centers on how social media platforms, by prioritizing engagement and clicks, inadvertently reward trolling behavior. He notes that this creates a compounding effect, where trolls must constantly escalate their efforts to maintain visibility and income.

“Trolls have to outtroll each other to keep the attention coming.”

According to Godin, this dynamic turns online discourse into a spectacle, akin to professional wrestling, where outrage and conflict are manufactured for entertainment and profit. He emphasizes that the issue isn’t just the existence of trolls, but the system that incentivizes and benefits from their actions.

A Proposed Solution: The ‘Troll Button’

Godin proposes a straightforward yet potentially impactful solution: a “troll button.” He suggests that platforms should implement a feature where users can easily flag or opt-out of content or interactions deemed as trolling. “Give us a troll button and set the default to opt-out,” he urges.

He elaborates on the potential benefits, stating that such a feature could effectively “deplatform the trolls, except for those who want to engage with them.” This would allow individuals to curate their online experience, reducing exposure to negativity and manipulation.

Addressing the Implementation Challenge

While acknowledging the technical challenge of defining and identifying what constitutes trolling, Godin expresses confidence in the ability of platform developers to devise solutions. “It’s not obvious how to rank and rate what qualifies as trolling, but I’m sure the algorithm wizards can figure that out,” he writes.

Godin places the onus on social media companies, suggesting they should be transparent about the role of trolling in their profit models. “If the companies push back, they ought to be willing to acknowledge that trolling is a profit center for them, and they’re willing to trade our peace of mind and cohesion for a few bucks.”

Shifting Incentives for a Better Online World

Ultimately, Godin’s proposal is about realigning incentives. He believes that by changing the rewards for seeking attention, the behavior of those seeking it will also change. “When we change the incentives for people seeking attention, their actions will change as well,” he asserts.

He concludes with a powerful analogy: “You can’t go into a bank with a mask on and expect to be treated as a valued customer. We get the culture we reward.” Godin suggests that implementing a “troll button” and defaulting to opt-out would foster a healthier, more constructive online environment, leading to a better experience for users and society as a whole.