June 14, 2011
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There are generally two kinds of businesses: the ones who are afraid of haters and the ones who aren't. A hater is pretty easy to spot—someone who is disgruntled enough to actively turn to every avenue they can find to talk about how much they hate you and your business. They often find their way onto social media, thanks to the low barrier of entry and promise that any invisible comment can find its way onto the highly visible first page of Google results.
Though it may not seem like it, these haters are a good thing. Here are a few reasons why:
1. Haters expose vulnerability
No business is perfect and haters sometimes have valid points. It requires an open mind to be able to focus on the heart of a complaint and ignore the emotionally-charged aspects. But if you can do this, it can make your business stronger because it helps you hone in on the things that you really need to fix.
2. Haters can be converted
There are many types of haters that may come to your business. The most frequent type isn’t the one who will passionately hate your business forever, but rather someone who has had a negative experience of some kind. If you can find a way to fix that experience and make it right, that same person can be transformed into your biggest advocate.
3. Haters bring attention
Though I am not a believer in the “any publicity is good publicity” motto of some, the fact is that when you have people talking about how bad your business is, it can add visibility to your business. If you can find the right ways to counter the negativity, that attention can actually become a good thing.
4. Haters publicize frequently asked questions
If you have a FAQ page on your website, you will realize the power that answering often-asked questions can have for giving potential customers an idea not just of what you do, but also of what you DON’T do.
5. Haters validate social media efforts
If you have been actively using social media, the goodwill that you may have built up with your fans and friends comes in handy when haters appear. The people with whom you have invested time building relationships will often stick up for your brand and fight on your side.
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Epic PR Group 11 months ago
Interesting article. What is not mentioned in this piece is the fact that most businesses ignore these "opportunities" that come with haters and stick their head sand instead of responding. A crisis plan must be in place is imperative for companies in social media to understand when and why a response is warranted. @epicprgroupDC