The ACID Test

Without a doubt, social media has changed the game of marketing and reputation. We blog, tweet, connect on Facebook and LinkedIn – spending hours building a reputation that will win our target audience and keep us in the minds of our satisfied clients and customers.

It seems a bit unfair that one negative post or critical comment in a forum can go straight to the top of a Google search for your brand. One angry ACID head and you have your work cut out to overcome negative with positive. Ancient wisdom tells us we CAN overcome evil with good.

My definition of an ACID head is an Annoying Chronically Irritable Dolt. In case you haven’t used the word “dolt” recently, Thesarus.com gives the following synonyms: airhead, blockhead, chump, dimwit, dodo, dork, dumbbell, dumdum, dunce, fool, goon, ignoramus, lamebrain, lunkhead, meathead, nitwit. Saying these words out loud  makes me laugh, remembering that as a child, I literally got my mouth washed out with soap for calling my sister a bad word. Something horrendous like “stupid.”  My, how things have changed.

Interestingly enough and not surprising, research shows that we have far more negative words in our vocabulary than positive ones.  Robert Schrauf, associate professor of applied linguistics and an anthropologist at Penn State was quoted in an ABC News article titled, “Study: Negative Words Dominate Language’.  ” Schraf says he was a bit puzzled when he began analyzing data he collected that shows that regardless of age or culture, we have far more words in our vocabulary that express negative rather than positive emotions.  …I found this surprising result,” Schrauf says. “Half of all the words that people produce from their working vocabulary to express emotion are negative. And 30 percent are positive and 20 percent are neutral.”

Another challenge is that when Acid heads air their junk online, digital footprints are not erasable. Acid heads are typically motivated by anger.  And why is it that anger fuels action more often than satisfaction? That brings us to the point of this post.

How much time have you spent in the past week building someone else’s reputation?

If you have something nice to say, say it. I dare you to take the time right now to post a compliment to someone who has given you over-the-top customer service or satisfaction in the last week.  Nice people outnumber Acid heads by far. The key is in how vocal we choose to be.

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Explore posts in the same categories: Attitude, Business Strategies, Marketing

2 Comments on “The ACID Test”


  1. Well I guess my shout out should be to you Beverly! I have been quietly observing you via SoMe for two months now and finally had the pleasure to speak with you over the phone last week. Thank you for your example of a woman of Christ. Am considering your suggestions seriously!

    • Beverly Says:

      JuliAnn, I could do the same for you. Love your book concept- have you written it yet? I’ll be in the line for a signed copy. Too bad we don’t have a Nordstroms in my area. But I LOVE to travel!


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