What I Learned From My #KiaSoulLESSDriver Social Media Rants – (Engagement Process Below)

Most of us have encountered our share of reckless drivers on the highway.

For me, one particular vehicle caused me grief – The Kia Soul. Like most people, I decided to express my frustration to Facebook.


After receiving reactions, I made the decision to follow-up that post with a series of related posts.

My goal was to see how many people I could make laugh by genuinely expressing my frustration. I even coined the hashtag #KiaSoulLESSDriver.

The idea came after watching an episode of Shark Tank, where an app developer Brendan Aplerproduced a dating app that matched people based on the the things they both hated. The theory was that people tend to build stronger connections based on the things they dislike moreso than the things they like – landing him a $200K Investment from Mark Cuban.


The next month proved to be interesting…

  • Kia Soul drivers came to the defense of their vehicles
  • Multiple friends became more aware of the ungodly amount of Kia Souls there are on the highway.
  • People expressed their reckless encounters with Kia Souls via direct posts, text messaging and inbox messaging.
  • Some friends began to look forward to my posts – as if to seek their source of humor for the day.

After analyzing the numbers – because there’s no point in having a campaign if you’re too scared to measure the results – I achieved my goal of increasing the number of laugh reactions and decreasing then number of other reactions.

Out of 15 total posts, I received a total engagement of 550 – which is 24 percent of my total Facebook connections. More importantly, 59 percent of those engagements were the Facebook laughing reaction – which was my S.M.A.R.T. goal.

Takeaway: Take advantage of discovery moments in order to find out what the person you’re trying to connect with dislikes – or even hates. Then use that to build a meaningful connection with them.

How To Use Dislike To Connect With People:

  1. Know Your Audience – Pay attention to where they spend their time, what they talk about, and more importantly what they complain about. Your first impression should be respectful of the vibes they give off. Don’t be that person that makes an inappropriate joke at a funeral.
  2. Ask Real Questions – When you talk to them, ask a non-generic question to get genuine responses. Instead of asking “What does your company do?” try asking “What made you get into your industry?” Everyone has a story, and they just want someone who’s willing to listen to it.
  3. Actually Listen – People connect with people who actually listen to what they have to say, rather than waiting for a chance to speak or sell them something.
  4. Understand The Connection – Chances are, by now you have started to recognize things you both have in common – but I challenge you take notice of the things you both dislike or hate.
  5. Find A Humorous Or Positive Way To Discuss It – Nobody wants to be around a negative person. Instead, use your personality to make them feel comfortable talking about it, rather than trying to be funny and make horrible jokes – Be Yourself!
  6. Find A Way To Remind Them Of That Connection Everytime You Interact – It takes a few times for people to recognize something – just don’t be annoying or obnoxious about it.

The best way to network with someone is to connect with them, and finding a connection is as easy as finding out what you both dislike.


I recently received my certification in Content Marketing, and frequently “keep my pencil sharp” with fun campaigns like the Kia Soul campaign – in order to remain effective in my profession.