Critique culture and reputation

Social media is seriously shaping and reshaping how we all communicate: how we engage with businesses and consumers, and more so, how we all voice our opinions.

- RON JABAL

For one, platforms like X (formerly Twitter) and Facebook, which dominate current online discourses in the Philippines, are giving rise to a critique culture that can both build and shatter corporate reputation almost instantaneously.

This is because these platforms drive real-time feedback, rapid virality and amplification. All these exert tremendous demand for public accountability, prompting companies either to defend their brand or push harder toward better ethical and service standards.

Unfortunately, the boundary between constructive criticism and destructive behavior is often blurred, thereby creating a complex, even confused, business landscape.

The nature of critique culture Critique culture on social media stems from several key dynamics. For one, social media platforms are playgrounds for instant feedback, where customers—who unabashedly share experiences, whether positive or negative, and rightly or wrongly—expect, and worse, demand instant and swift responses from brands and companies.

These digital platforms can also amplify effects on every imaginable level. Negative posts can go viral—more than positive ones—which in turn can damage a brand's image in minutes and hours, to an almost irreparable state.

On a more positive note, social media platforms can provide avenues for diverse voices, as they empower individuals—including those previously unheard—to raise concerns and demand accountability, which to some is a redeeming factor.

Moreover, X and Facebook, along with other social media channels, have increased pressure for brands and companies to meet public expectations, especially in addressing criticisms. It has even become a cardinal sin to ignore criticisms, especially when more people are raising them every second.

Indeed, these elements create an environment where companies are under constant scrutiny, with public sentiment shifting rapidly.