For years, Facebook, Twitter, and most other forms of social media have had a fairly friendly online culture. Sure, on occasion you might come across someone bashing their ex on their Wall or a Tweet from an Exec that should have never gone public, but even these negative statements are met with strong reprimands. People just like to see their favorite social media platforms stay friendly – that is, until now.

A new Facebook app titled EnemyGraph, which was launched on March 15th, makes it okay to hate. Instead of choosing to “Like” a person, place, company, or thing, you can now choose to make them your mortal enemy online and post it for the rest of your friends to see. Since the release of the app, Rick Santorum, Fox News, and the Westboro Baptist Church seemed to have quickly gained the most enemies.

Should Businesses Be Afraid?

While most businesses should be okay for the time being, if your business comes under fire for any type of poor product or customer service, an app like EnemyGraph can make that one screw up gain way more attention than necessary. For businesses with frequent customer interactions, this means that efforts to watch their online reputation need to increase a ten fold.

Can Businesses Benefit?

While EnemyGraph looks like an excellent way for your online reputation to be destroyed in 2.5 seconds flat should the right person choose to “enemy” you, it can actually provide businesses with good research. You can learn a lot about the markets you can’t seem to reach by what they choose to dislike. If you notice a common dislike amongst certain markets, you can determine how to approach them better so that you have a stronger likelihood of reaching them.

But Will it Last?

While EnemyGraph may be making a few uncomfortable with the immediate hate they are receiving, there is a good chance that business owners and prominent individuals won’t have to worry about such an app being tolerated for long. As mentioned before, social media platforms seek to maintain a more positive and friendly user experience, and this will most likely remain the status quo.

Last year, Undetweetable was created which allowed deleted Tweets to be recovered and posted. While all in good fun, many weren’t to happy with the service, and Twitter was quick to force the developers to shut it down. There is a good chance that EnemyGraph will experience a similar timeline of events. However, if the app gains considerable attention, businesses may have to up their brand management to a whole new degree, hiring professionals such as ReputationManagers.com, and providing more around the clock attention to their online presence – even small businesses.

Written by Guest Post