Module 2: Business & Consumers: Communication and Reviews

The evolution of business communication can be likened to letting the bird out of the cage...a seemingly easy expanse in expression, reachability, and a rabbit hole of gleaming goodness and grand gestures seeking equilibrium due to the grappling with public grievances. It's a whole new world!  Perhaps on the surface, the appeal is inexpensive access and the perception of ease; however, there exists a juxtaposition whereby the canary in the coal mine just might be the real bird never to take flight!  

What do I mean by this?  Well, in times past, the primary method of communicating with businesses was one that fostered relationships.  Business owners and employees needed to be present physically, mentally, and emotionally.  While some may view this as exhaustively taxing, the human connection, such as looking people in the eyes, shaking hands, reading body language, having conversations that required considerate dialogue, and even the potential for conflict, removed the present-day laissez-faire anonymity, void of direct accountability and responsibility.  In my best assessment, we are losing our ability to personally and critically engage.  Some may tout that "it's not personal, it's just business."  Business is personal because there are people involved.  However, when we start to remove humanity, a void in connection presents itself.  Current practices may be seen as a pestulence by some, while others may herald in the change as a positive trajectory towards new means and practices yet untapped.  I, as you may detect by my tone, hold many of the "old ways" most dear!  Now, having declared that based on nostalgia, I am not deaf to the sound of change.

While it is true that communication from behind a screen requires less refined social skills, it can be done from anywhere you have a connection and can liberate many from the confines of the cubicles of yesteryear.  Additionally, the geographical reach can be far greater, which allows for ubiquitous exposure and potential for business growth. Adherence to strict banking hours is no longer relevant when "posting" since it can be done at any time of the day or night during long or short sessions and scheduled for release as desired. So, it seems that flexibility reigns supreme when it comes to social media, but..... But what, do you ask?  It can potentially become a time suck for the small business that must answer posts themselves due to not having the financial means to employ others to do it.  Additionally, there is a creative/artistic leaning that one must possess to gain aesthetic favor and be consistent with branding, and that, my friends, requires talents that may not be innate and thus would demand additional time and treasure (aka money) to be taught.  We've all seen the posts on IG and FB where the branding and messages were less than ideal, and we thought, "ugh, what were they thinking?"  I am guilty of this blunder myself.  And...the thing is that it doesn't make me a bad doctor or human, just not a social media diva; however, the image may have others believe otherwise.

From my own experience, I see the flaws in distanced and disjointed campaigns.  I know several people and businesses that I would never patronize because my personal and professional knowledge and interactions with these entities has led me to the conclusion that they lack integrity, skill, and professionalism YET...they are incredible sales people and their marketing, to include, social media would have others believe they are experts and that the wears and services they are peddling are of the highest quality. TikTok, IG, FB; these platforms are riddled with proclamations of authority in the absence of truth, but people are hungry for the "magic wand" and "the fountain of youth," and so, they bite...or perhaps, they fly as the bird might in search of a new landscape that affords results not usually or reasonably obtained. I am no different in my own desires, and so I am not casting judgment; rather, pointing out the error of this new means to sell oneself, one's business, or even profit from affiliate relationships.  And, it seems that many professing their satisfaction from these businesses are not actual patrons but, instead, either a group designed to promote each other or friends and family wanting to "help."  It gets so muddy.  The content can be in question and the reviews too...so, what do you believe? 

When examining reviews, I notice a few trends. The outliers win.  What do I mean?  The reviews are either incredible or incredibly bad.  The ratings tend to be 5-star or 1-star.  It is as if the average doesn't warrant the time and energy to give the business a review.  This is a normal human response.  People either love ya or hate ya.  Very rarely do I encounter a person who feels lukewarm about something who then makes a proclamation of such.  Then there are those who love a service or product who will never post a review because it is not in their nature to do so.  Now, whether that is attributable to their character, their desire for anonymity, their busy life, or some other reason, the fact remains that they are happy but don't want to share.  This is, obviously, not desirable for the business.  However, what's worse?  The person who lambasts the business unjustly.  Oh, the extremes!  Where do I sit in my own participation? I don't give reviews very often. I think that I have given less than 5 reviews ever....yep, ever!  I just don't.  As a small business owner, I know how important it is, yet I just feel too busy to squeeze reviews in.  However, I do respond to reviews of my business swiftly and with acknowledgment of their time and appreciation for our services.  I recognize that this new age of digital everything is not going away, and so I am learning to embrace it (like a cactus hug, lol).

Be warned though...we may find that the whole world is a coal mine littered with canaries!   

Image Credit

https://ci-isac.org.au/the-canary-in-a-coal-mine-a-business-cyber-risk-case-study/