Of Rabbit Holes, Feeding the Troll, and Putting Out Fires

Social Media’s Impact on Societal Discourse and the Risks of Mindless Drifting

Going Down a Rabbit Hole

You’ve probably heard someone say, “I went down a rabbit hole last night,” and maybe you’ve even said it yourself after realizing you just spent two hours watching random videos or reading thread after thread on Reddit. But where does that phrase come from?

It actually comes from the classic book Alice’s Adventures in Wonderland by Lewis Carroll. In the story, Alice sees a white rabbit in a hurry, follows him, and literally falls down a rabbit hole—into a strange, upside-down world full of talking animals, weird logic, and bizarre adventures. It’s the moment where everything normal stops, and a wild, unpredictable journey begins.

On social media, “going down the rabbit hole” means pretty much the same thing—except instead of a magical world, you’re diving deep into a trail of content that pulls you further and further in. Maybe you start watching a video about healthy eating, and suddenly you’re deep into documentaries about ancient grains, then conspiracy theories about the food industry, then…who knows what. Before you know it, it’s 2 AM and you’ve forgotten what you were originally looking for.

Platforms like YouTube, TikTok, and Instagram are designed to lead you into rabbit holes. They recommend videos, reels, and posts that keep you clicking. Sometimes it’s fun and educational, but it can also suck up a lot of your time—or lead you into some pretty strange or even misleading territory.

Feeding the Troll

If you’ve ever gotten into an argument online and felt like the other person really just wanted to push your buttons, chances are—you were dealing with a troll.

In internet slang, a “troll” isn’t the kind that lives under a bridge. It’s someone who intentionally posts rude, controversial, or off-topic comments just to get a reaction. Their goal isn’t to have a real conversation—it’s to stir up drama, annoy people, or watch chaos unfold.

So what does “feeding the troll” mean?
It means responding to them. Arguing, correcting them, getting angry—any kind of attention is exactly what they want. When you “feed” a troll, you’re giving them what they’re hungry for: engagement. And the more you feed them, the more they troll.

Think of it like this:
Imagine someone yelling nonsense on the street just to get a crowd to stop and argue with them. The best move? Just walk away. Trolls thrive on attention. If nobody responds, they usually get bored and move on.

On social media, the phrase “don’t feed the trolls” is a reminder to not give them power. Ignore, block, report—whatever it takes to keep your energy and attention focused on more meaningful interactions.

Of course, not every rude comment is trolling. But if it seems like someone’s just trying to provoke a fight for fun? Don’t feed the troll.

Putting Out Fires

Ever see a brand post something, and suddenly the comments are blowing up with angry reactions? Or maybe a public figure says something controversial, and within minutes, their team is scrambling to explain, delete, or apologize? That’s what people mean when they say “putting out fires” on social media.

It’s not about actual flames—it’s about managing a PR crisis or trying to fix a problem before it spreads and causes more damage. The “fire” is the backlash, and “putting it out” means doing damage control: responding to criticism, clarifying misunderstandings, issuing apologies, or removing a post that’s gone wrong.

In today’s world, social media moves fast. One bad tweet, a poorly timed ad, or a careless comment can turn into a full-blown storm within minutes. Brands, influencers, and even regular users can find themselves racing to contain the situation before it spirals out of control.

For example:

• A company accidentally posts an insensitive joke? People call them out, and their social media team jumps in to explain and apologize.
• A user spreads a rumor that goes viral? The original poster or others may try to fact-check or clarify the truth to prevent misinformation.

So when you hear someone say, “I spent the whole morning putting out fires,” they’re usually talking about responding to a mess online—quickly, carefully, and (hopefully) successfully.