Skip to content

Bye Felicia: Shutting Down Haters is the New Black

Bye Felicia: Shutting Down Haters is the New Black

Once upon a time, we were told the customer is always right. But not everyone on social media is your customer, and sometimes, those people are really, really wrong. Some of the world’s top brands, including General Mills and Nike, have had to deal with hundreds, even thousands, of hateful comments on their social media sites when they have posted content that celebrated different types of people, in a variety of families and relationships. Generally, the hateful comments are deleted or addressed with a polite, corporate-style disagreement, but that paradigm appears to be changing.

On Valentine’s Day, Adidas ran an Instagram post that showed a picture of the feet and legs of lesbian couple wearing matching athletic shoes with the caption “The love you take is equal to the love you make.” Predictably, negative commenters showed up in droves. One, who’d apparently not been keeping up on the latest Manny Pacquiao headlines, said they were now leaving Adidas for Nike.

Adidas replied with a waving hand emoji and a kiss emoji. Unstated, but heavily implied, was the admonition not to let the door hit their behind on the way out.

The love you take is equal to the love you make.

A photo posted by adidas (@adidas) on

The culture wars are playing out on the front lines of corporate messaging, and neutrality is no longer an option. Brands large and small, liberal and conservative, have decided that cheerful, firm advocacy of their positions is the best way to address hateful commentary. The use of emojis, which both convey an emotion and leave room for limitless interpretation, introduces an element of ambiguity; is Adidas gleeful to see the haters abandon their brand or a little sad? No one can say for sure.

As a business owner, it’s up to you to determine where your company is going to stand and what viewpoints you’re going to express via your social media and other messaging platforms. Knowing that, it helps to have a strategic plan that addresses how you’ll answer people who don’t agree with you. Adidas is confident in its brand’s strength, and has taken a humorous yet firm approach that advocates for their original position. They do this without trying to argue or prove that they’re right; it’s simply a statement of fact from their point of view. It’s a model worth considering as you craft your own strategic plan, especially when you factor in the increased loyalty of the customers who feel a closer bond with the brand who stood up for them.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office