"While studies show that posts on social media that evoke negative emotions, like fear, revulsion or anger, elicit more engagement..."

"... some creators have found that negative comments have also become the most visible ones in recent years. Posts about the most lighthearted topics — whether it’s enjoying coffee with a spouse, pesto recipes or even power washing a home — can be overwhelmed by angry comments that seem to escalate rapidly.... Ms. Afualo has become known for videos that speak out against hateful or mean comments. The videos typically show one such comment, which Ms. Afualo then breaks down, highlighting systemic issues at play and sometimes mocking the poster, topped off with her signature high-pitched cackle. 'My typical response, depending on the severity, is to farm content out of it,' she said. One of her recent videos focused on a user’s comment asking why she had 'no ring' after having been in a relationship for years, to which she responded: 'You’re worried about me having a ring? How about you worry about your suffering — alone.'..."

From "How Creators Are Facing Hateful Comments Head-On/Ignore vitriol, or turn it into content? Creators like Kacie Rose and Drew Afualo share their tips for dealing with a harsh comments section" (NYT).

You have to chose which negative comments to respond to. You'll get more of what you reward, and any response to your haters will encourage them, especially if you look as though you've been angered or saddened. They like the action, but maybe action is what you want to. Afualo's phrase "farm content out of it" is telling. Even if your on-line creation is a content farm, you care about what you are farming. You can decide to grow back-and-forth negativity — trash talking. That may be the tendency of the internet. But don't encourage the weeds to take over your farm. Or is weed farming the most lucrative enterprise?