Social media can build you overnight. We never knew about the two "goliaths" from Western Kenya until they went viral on social media. The same social media can channel hate to your doorstep in a way that will leave you questioning who you are. It is very easy to hate, that's why people who don't even know you will jump on the bandwagon to troll you and believe everything they read and hear about you.
Hate is a strong word even as much as pop culture and social media have made people use it casually. In most cases, what people mean is that they don't agree with or understand what they claim to hate. It could even be a dislike for a certain behaviour or aspect of their object of hate. It is very easy to hate than it is to love because love is work.