Comcast, Wells Fargo, Marriott, Starbucks—all of these brands have something in common. And no, we’re not talking about their popularity among consumers. Quite the opposite, actually: each of these companies, like so many others, have to deal with the negative (and downright harsh!) reviews their customers write online.
This shouldn’t really come as a surprise—after all, you can’t please everyone. But you can give everyone a platform for venting their frustrations. Just look at how The Hustle took control of their online narrative: rather than letting disgruntled readers gripe about the daily newsletter on their own channels, they created TheHustle.Sucks, a website that dares their followers to explain what they hate about the brand. Not only does this make customers feel heard, it prevents those same people from using the domain against them (like what Daniel Voshart did with Vice.Sucks).
People will talk sh*t about your brand online, and that’s okay. What matters is how you use their feedback to make your company better. Start owning your sh*t with .SUCKS.
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