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Starting this year, I’ll be cheating on Denuology and posting monthly insights for ClickZ’s new Community Management column. This month, I take pleasure in covering everyone’s favorite ’80s collectibles: trolls.

A peek at what’s covered in “Trolls are inevitable. Here’s how to deal with them.”:

• Don’t let them see you cry.
• Separate the genuine complaints from the rage.
• Kill ‘em with kindness.
• Feed your advocates, starve the trolls.
• Relish the troll fight.
• Avoid deleting.
• Prepare for a troll avalanche.

Confused? Then dive into the article here, and if you’re feeling generous and very community-managementy, check out my previous article on building a community management team.

Social media matters. Despite all the hype, I think we can agree there is tremendous potential in using it as a platform for building deeper relationships with your customer, allowing you to talk to them consistently over a longer period of time. That’s why most companies collect the likes, the follows, and the subscriptions (how many do you still know that don’t?). Some take it further – monitoring online conversations, setting up more robust communities or Facebook platforms, using a service to identify “influencers”.

But one area of social (and I’m lumping relationship marketing in here because they are so closely linked or at least should be) is still criminally overlooked in all but a few cases: the content. In other words, you have the attention of your faithful and the signal they want to hear from you. But what are you actually saying?

In many ways it’s a trickier problem than communicating via paid advertising a few times a year or whenever the campaign needs a refresh.  This is an ongoing stream of content meant to not only engage an audience but also respond and adapt to their feedback. It’s content as conversation. In essence, it is content that lives and breathes and behaves like a person. We call it continuous content at Denuo and believe it represents the next great creative frontier.