How Property Managers Can Navigate the Rising Tide of Social Media Trolling

In recent months, I’ve seen a troubling rise in social media bullying and trolling targeting property managers.

With the cost of living crisis pushing many renters to their financial limits, tensions are high, and property managers are increasingly being caught in the crossfire.

I receive more calls than ever from property managers who are struggling to deal with the emotional and professional toll of online abuse.

Property managers are often seen as the face of rent increases, terminations, and rejections, making them an easy target for tenant frustrations. But we need to keep in mind that in many cases, this frustration is an emotional response, not necessarily a rational or fair one.

Tenants, under stress, turn to platforms like Facebook, TikTok and other social media channels to vent, and in the heat of the moment, these posts can quickly snowball into full-blown trolling.

What makes the situation even more difficult is how social media platforms are designed to amplify negativity. Algorithms are programmed to push content to people who engage with similar topics.

If a tenant posts a complaint about you or your business, that post is likely to be seen by more people who share that same frustration. This can result in a pile-on effect where negative comments accumulate, creating an echo chamber of criticism, and often, baseless attacks.

I’ve come across many posts where the situation has clearly been misunderstood, and it's obvious that the tenant is acting out of emotion. Unfortunately, many commenters in these threads are not interested in hearing the other side of the story—they are just there to take their shots. So, how can you, as a property manager, protect yourself in this volatile online environment?

How to Handle Social Media Bullying

1. Avoid Responding When You’re Emotional or Under Pressure

When you first see a negative post or comment about you, your instinct might be to jump in and defend yourself. But trust me, that is rarely the right move.

Responding when you’re upset, angry, or stressed can lead to emotional outbursts that you may regret later. Worse still, responding when you’ve had a drink or two to take the edge off can do even more damage.

Instead, take a step back. Write down what you want to say, but don’t post it right away.

Sleep on it. When you come back the next morning with a clear head, you’ll be better equipped to decide whether you even need to respond at all, and if so, how to do it in a professional and measured way.

2. Assess the Damage: Is It Worth Responding?

Not every negative comment requires a response. One of the first things I advise property managers to do is to evaluate the situation objectively. Is the post gaining traction? Will it have a lasting impact on your reputation or business? Or is it likely to disappear in the flood of social media chatter?

If it’s the latter, sometimes the best action is no action at all. However, if the post is gaining attention and could affect your business long-term, a well-thought-out, professional response might be necessary. In these cases, focus on providing factual, respectful answers that maintain your credibility and align with your brand’s values.

3. Understand the Power of Social Media Algorithms

Social media algorithms are designed to reward engagement, which is why negative posts can spread like wildfire. When a post generates comments, likes, and shares—even if the content is inflammatory or untrue—it gets pushed to more people with similar interests or opinions.

As a result, you may find yourself facing a tidal wave of negativity that seems impossible to control.

Recognise this and be strategic about when and how you respond. Engaging in a back-and-forth with trolls will only fuel the algorithm and bring more visibility to the post. In many cases, staying above the fray and letting the noise die down naturally is the wisest course of action.

4. Protect Your Mental Health

One of the most important things I can stress is the need to protect your mental health. Social media trolling can take a serious toll on your emotional well-being, and the last thing you want is to let these negative comments affect your day-to-day life.

Take breaks from social media if you need to. If the negativity feels overwhelming, step away from your devices for a while and focus on the things that matter—your work, your family, and your mental health. You don’t have to monitor every comment or respond to every troll. In fact, sometimes the best thing you can do is to disengage entirely.

If you’re finding it difficult to cope, don’t hesitate to talk to someone. Whether it’s a trusted friend, a colleague, or even a professional therapist, sharing what you’re going through can help ease the burden. You’re not alone in this, and there are people who can offer support and perspective.

5. Stay Professional and Protect Your Brand

If you do choose to respond to negative comments, make sure your responses are always professional, fact-based, and devoid of personal attacks. Remember, everything you say online reflects on your brand and your business.

Staying calm and measured, even in the face of hostility, shows that you can handle tough situations with grace and professionalism.

Before responding publicly, consult your team or legal advisor. This ensures that your response is appropriate and aligns with both legal considerations and your brand values.

Having a clear social media policy in place will also help guide you through these challenging situations.

The reality is that social media bullying is a growing issue for property managers. But by taking a calm, measured approach, you can navigate these tough situations without letting them negatively impact your mental health or your business.

Understand how social media works, protect your mental well-being, and always maintain your professionalism. Not every comment deserves a response, and when you do engage, make sure you’re doing so in a way that enhances your reputation rather than diminishes it.

Property Managers play a critical role in maintaining fairness and professionalism in the rental market. In times of emotional distress, it’s easy for tenants to lash out online, but it’s how we respond that defines us.