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Glossary – Hater

Hater

Nikiforov Alexander
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What is a hater?

A hater is a person who actively demonstrates negative attitudes or hatred online. The word "hater" comes from the English word "hate." Essentially, haters are detractors who openly express their hatred towards certain brands or individuals. Their primary goal is to evoke negative emotions in the audience, provoke conflicts, or exacerbate existing disputes.

The term "hater" became popular in the Russian language with the development of social networks and online platforms, where users can anonymously express their opinions without fear of legal repercussions. In real life, such behavior is often condemned, and people are less likely to openly express hatred. However, online anonymity allows haters to feel more liberated.

Types of hate on the internet

Internet users express hatred in various ways. Haters can be conditionally divided into four main categories:

  • Aggressive comments: These are reviews that contain insults, threats, and profanity.
  • Trolling: Provocation aimed at eliciting strong negative emotions from the interlocutor, often including mockery and derogatory attitudes.
  • Bullying: Systematic aggression aimed at ridiculing or humiliating a person, which can be either organized or spontaneous.
  • Hate communities: People coming together in groups to express hatred towards specific individuals or brands, gathering and sharing negative information.

Why do brands have haters?

Public figures, such as bloggers and celebrities, often become targets for haters. Their actions and statements provoke strong emotional reactions from the audience. For instance, after a scandalous party organized by a well-known figure, haters begin posting angry comments, which can lead to the loss of advertising contracts.

Additionally, companies face haters for various reasons:

  • Dissatisfied customers: If a customer has a negative experience, they can easily become a hater.
  • Competitor activities: Some companies use haters to damage the reputation of their rivals.
  • Personal dislike: Negative feelings may be caused by the hater's personal issues, which they project onto the company.

Negative consequences of hate

Haters can inflict serious damage on both companies and ordinary users. Negative consequences can include:

  • Creating a negative emotional backdrop around the brand;
  • Harming reputation due to the spread of false information;
  • Forming a toxic environment in communities, which leads to limiting freedom of expression.

An example could be the situation with an airline employee who faced bullying after posting a video. His actions were misinterpreted, leading to insults and threats from users.

How to fight against haters?

To protect themselves from haters, companies can use several strategies:

  • Establish rules in communities so users know what can lead to a ban or comment removal.
  • Moderate the community by removing hater comments and issuing warnings about unacceptable behavior.
  • Respond promptly to negative reviews and resolve conflicts to prevent dissatisfied customers from becoming haters.
  • Monitor hater comments on other platforms and use reporting features.
  • Train employees on how to respond to provocations and insults.
  • Create positive content so users see both positive and negative reviews.

For example, the company "Vkusvill," after facing hate due to an unsuccessful post, launched promotional campaigns that helped restore its reputation and increased profits. It's important to remember that ignoring haters can be an effective strategy, especially if their comments lack a serious basis.