When the mirror hits back

When people get mad or disappointed, they do a number of things. They…

1. say it directly to the person

2. imply by expressions and/or actions

3. blog about it

4. sing about it

5. not talk to the person

6. fake out the relationship with the person (which is, unfortunately, noticeable)

7. tell it to others (at the person’s back)

By all means, someone who gets disappointed or angry needs an avenue to vent out his or her emotions. This goes not just for personal relationships but for the consumer-brand relationship as well. When consumers have a negative experience with a product or service, they talk about it with friends, blog about it, and begin avoiding the brand. What could make it worse, consumers can influence other people to do the same thing by giving a negative perception about the brand.

So we keep on blaming the organization for not performing well, not giving the best service, and for not listening. But have we ever considered the side of the organization? Do we ever think organizations also feel not just humiliated, but also hurt with negative feedback being told about them in chat rooms, comment threads, forums, etc, without their initial knowledge? More than humiliating, it’s hurting.

Because feedback given at your back hits back much stronger; it cuts deeper.

But I guess some things are worth being learned the hard way, all the more when they’re deserved.

But it’s great that organizations have now employed New Social Media along with other mechanisms to get consumers talking directly to them about what they think and feel about their products and /or services. If decades ago the organizations left no room for the consumers to voice out their comments, NSM now provides an avenue for communities to thrive and be able to direct their feedback to organizations.

Social Media acts as a mirror, and it reflects two things: how the organization performs, and how the community wants it to. NSM reflects the organization’s performance as assessed by the community: how they receive the message, how they respond to the product/service, how they see and value the relationship between them and the organization. Also, NSM reflects via feedback what the community needs and wants. NSM tells organizations what the people need and how they want to receive it at what time. NSM tells organizations what the people expect to see and what they demand. And these are what the organizations have to attend to, by all means.

Because at the end of the day, no matter how rude the criticisms are, it would still boil down to the organization’s benefit. In the end, it will still be for the organization’s betterment… and increased bottomline.


13 thoughts on “When the mirror hits back

    1. thanks for the comment! πŸ™‚ yes, words of wisdom best come from experiences, and this blog surely did come from a collection of experiences, hard to go through but nevertheless worth to treasure. share yours, too. πŸ™‚

  1. people get together in a community that in fact they each have different goals and ambitions. But the human tendency is to imitate one another, then that’s the trend that ultimately unites all human purposes.

  2. “Because feedback given at your back hits back much stronger; it cuts deeper.”
    I definitely agree with you, Keren. If we take this in the Philippine context, we remember that Filipinos are very emotional. Philippine organizations reflect the emotionality of its people and getting feedback from consumers may not only affect the organization, but to some extent, the organizational members as well. Therefore, NSM must be used for saying directly to the organization the reasons why we are disappointed in them. I think that’s the best thing to do, instead of telling it at the organization’s back. πŸ™‚

    1. You’re right in saying Philippine organizations reflect the emotionality of its people. i remember the model Rhea tried to come up with in one of her blogs–certainly Filipino culture has an impact on how Philippine organizations work.

      Guess it’s safe to say that NSM works to the benefit of not just the employees and the organization, but to those of employees as well. πŸ™‚

  3. It’s always nice to build others up than to tear them down. The problem with people is that they are so much into emotions that they only think of what they feel. They do not take into consideration how the other side (whoever is on the other side) feels. Of course, organizations would not want criticisms, would not want their reputation to be messed up by issues and controversies. But people tend to make things worse because they are not able to manage their emotions well. They can correct in a more gentle way. They can express to the organizations their dismay without publicly humiliating them.

    At the end of the day, it’s a matter of being human again for those who are angered and disappointed by the organizations around them.

  4. HAHA, I know you learned this from experience, Keren! And I see this as a high-context blog entry (inside joke) with you referring to 3 separate situations (another inside joke). Haha! If you don’t get my inside joke, let’s discuss it FtF!

    Anyway, when I get mad or disappointed, I do 1, 2, 3, 4, 5, and 7. Right? Hmm, no 6? You be the judge!

    And yes, it’s obvious that this reply is not for our OC152 requirement. Tss, replying as a friend and not as an OC152 student. Haha. See, nababaliw na ako Keren!!! πŸ™‚

    1. i got it! πŸ™‚ you’re indeed an intimate friend of mine; you can get all the messages read between the lines. πŸ˜‰

      yep, though sometimes i see you’re finding it hard to do #1. haha!

      i guess we don’t always have to do things just because we have to, right? πŸ™‚

  5. So this is your most talked about blog entry, huh? πŸ™‚
    anyway, i agree with you that the NSM is a mirror that reflects how the organizations perform and how the customers want it to. Considering that there are people behind the organizations usually criticized by customers, I guess they can save themselves from humiliation, “pain”, and hurtful comments if they really try to meet the customers halfway. These customers’ expectations certainly have bases. They won’t expect a kind of service that the organization does not tell them it can give, right?

  6. Hi Keren πŸ™‚ I agree with you. It is the new social media that reflects both how the organization performs and how the customers want them to perform. The problem with most brands that utilize the power of the new social media is that they do not create conversation. A good example of this is globe telecom. I’ve never seen globe telecom respond to the grievances of its customers posted on their facebook wall. It is a total failure. Instead of being able to retain and probably increase the number of its subscribers, they are actually losing a lot due to the company’s bad online reputation and customer service.

  7. “Because feedback given at your back hits back much stronger; it cuts deeper.”

    Yes Keren. I definitely agree with this one. The fact that it is said behind your back means that it is THAT heavy to the extent that it can’t be said in your face because you will react to it BIGTIME. It cuts deeper because it will not stop until you put an end to it. A knife will not stop going deeper through your skin unless you hold it and remove it yourself.
    Now that organizations can see the feedbacks to them through NSM, they should do something about it. HEARING is one thing but ACTING tells a different story. πŸ™‚

  8. It is also about how we see these criticisms. I have learned from a friend that people may never see a good thing about someone but they will never fail to point out flaws about that person. I think it is important for organizations to look into these feedbacks and comments as a sign that people listen to them because after all, how can they hate them if they do not know them? The challenge is to transform these negative comments into positive ones by proving them wrong and making them realize that the organization can offer them something that will cater to their interests.


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