The Internet is an incredibly valuable way for companies to present and sell their products or services. E-commerce typically reduces costs for many businesses, because things like the need for a storefront and additional labor are eliminated. It’s a great way for smaller business to generate awareness and get their footing. Like I’ve discussed in previous blog posts – Web sites are a great tool for providing information to consumers, or anyone really.
But, what happens when Web sites are used to provide information against a company? For each large company that has a presence on the Internet, there is probably at least one hate site out there to tell you all about why it sucks and why consumers should boycott.
Hate sites are Web sites most often created by a disgruntled employee or consumer who was wronged by a particular company. A lot of times the domain name will be something like www.CompanyXsucks.com or www.IhateCompanyX.com. Although I’m not aware of any instances where a hate site completely damaged the reputation of a company, hate sites can certainly turn some consumers off. Besides, if someone is investing a significant amount of time in creating and maintaining a site dedicated to a company’s misdeeds, there must be some truth it. Right? At least, that is my opinion of the rationale that some people adopt when visiting hate sites.
Let’s take a look at a few examples of hate sites:
- Farmersinsurancegroupsucks.com – Claims include that the Better Business Bureau rates the company an “F”; body shops rate the company as worst, and many other claims of the company being the worst, poorest, slowest, etc. The site is topped off by specific examples, or personal stories of grievances against the company.
- Homedepotsucks.com – Much of the site focuses on how the lumber Home Depot sells comes from the destruction of rainforests. Additionally, the site features customer and employee grievances.
- Screw-paypal.com – Includes horror stories, recorded customer conversations, information about lawsuits, and shocking information about the company.
For the ultimate list of hate sites, check out this link: Webgripesites.com (I’m not promoting any of the sites at that destination, just offering a chance to explore!)
So, what can companies do to combat hate sites?
- Monitor what’s out there-companies should know what is being said about them so they can determine appropriate responses to different claims or rumors.
- Try to snatch up domain names like IhateCompanyX.com if they haven’t already been purchased.
- Try to communicate with the owner of the hate site-try to rectify whatever bad experience they had. Offer them gift certificates or coupons.
- Ask the owner to remove the site-but do it in a nice way. What if the site owner decides to post the nasty letter he/she received? It will only further their cause.
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Currently listening to: “Being Here” by The Stills (Oceans Will Rise, 2008)
