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"Don't feed the trolls" has never been a more relevant piece of advice. The Web's established social media players as well as startups are trying to not just starve the trolls but to silence them in a battle against a toxic atmosphere that can sometimes scare users and advertisers.
Millennials in particular are flocking to social messaging apps like Instagram, Kik and Yik Yak. And where they go, advertisers are sure to follow—unless, of course, that path leads to dark corners of the Web where bullies roam free and harassment is rampant.