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.