Most of us have heard the statistic that it is about 10 times more likely that someone will post a comment online about a negative experience than a positive one. It is not hard to believe if we imagine our own experiences. When we are a satisfied customer, usually the easy thing to do is go merrily on our way. If the opposite happens, however, human nature is to seek retribution and the Web is the perfect conduit.
Negativity is super easy to post online and irresistible because of the side benefit of being able to influence people who you have never met. Add in the simplicity of Twitter and how it allows a constant stream of 140 character rants…and anyone could be forgiven for describing the Internet as the biggest complaint box the world has ever seen.
Most social media advice you read will tell you to start by listening to what people are saying about your brand online. Find the negativity and you can engage people and hopefully turn their experience around. What if you took an even more extreme approach and dove headfirst into the negativity?
“Hate-Surfing” is a term that describes the act of going online specifically to read as many negative comments, blog posts, tweets and messages as possible to generate insights that can help you run your business better.
A simple example is going to any product’s page on Amazon and only reading the 1-star reviews. Or you might do a targeted search on Twitter for “hotel” and “hate” to see what people are saying they hate about their hotel experiences, no matter where they are staying. There are three core principles that can help you effectively use hate-surfing to find useful insights for your business.
1. Find the best keywords
Depending on the industry you are in, people will often use different language to complain. They might share that something “sucks” or that it was a “rip-off” or they might use emotional words like “hate” or “ignored.” Whatever the lingo, you need to get a good sense of what it is online so you can search most effectively.
2. Choose the right platforms
In every category, there are places where people congregate to discuss products or services. The travel industry has TripAdvisor, retail products are reviewed on Amazon, and restaurants have Yelp. Facebook and Twitter cross boundaries and are good places to start for any industry.
3. Spot the insights
Amongst all the negativity that you start finding, the real value to your business will be finding the complaints that may lead to new ideas for your business. This might mean a new feature to add to your business which no one else has, but that consumers are demanding. Or you might change a business practice after you see lots of complaints about it (not necessarily directed at you).
The ultimate benefit of hate-surfing is that it can help you to run your business better, and spot the opportunities to delight customers which your competitors might be missing.
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