THE issue of cyber-bullying, or "trolling", is not just isolated to high-profile sportsmen, celebrities, and politicians - the rural community is also exposed to similar cowardly attacks.
These outbursts are particularly prevalent around highly emotive and controversial topics of the day, such as live cattle exports, foreign investment and Genetically Modified crops.
Of late, wheat export marketing has increased temperatures in the cyber-rural domain, reigniting old, bitter feelings lingering from the AWB single desk feud of yesteryear.
A recent barrage of cyber-bullets was fired - perhaps quite deliberately to cause pain and get a reaction - in the direction of somebody who sought my advice on that topic.
What’s most fascinating and also disappointing around this issue, is the “quality” of opinions expressed by anonymous cyber-trolls, dressed-up as intelligent comments.
They can post a comment online virtually without any responsibility or having taken time to consider accuracy or ramifications.
Of course the cyber-troll wasn’t posting the comments under their full name - but they seemed to be acting courageously.
My advice was to ignore the comments from the half attributed source and be assured others reading them would see them through a more objective lens.
Calls to stamp out anonymous vitriol and hold people accountable have made national headlines this week after rugby league star Robbie Farah called on the government to help track down and prosecute offenders, after he found himself on the receiving end of unpleasant remarks about his late mother.
These people need to know they’re firing their bullets at real people with real feelings.
And if they want their thoughts and views to be taken seriously, and be leaders who lift the standard of discussion rather than drag it down into murky waters of half-truths and misinformation, they need to stop using pseudonyms.