As much as it may offend our current animal-loving sensibilities, the spectacle of bear baiting was once a very popular form of entertainment (and in certain areas of the world, it remains an attraction). Basically, it involved tying a bear to a post in the middle of an arena and attacking the beast with large, trained dogs. It was also common to provoke the bear further by poking it with long, sharp prods. Cruel? Without a doubt.

But I argue that the very same mentality that conjured this sport into creation remains with us today. We still love to sit around and watch corporate C-Levels get skewered for their mistakes or whole brands get mauled when they screw up. And now with social media, it becomes a full participation sport. (And lest you think I’m pointing a finger outward, there are indeed three pointing squarely back at me…I’m unfortunately guilty of this behavior, too.)

So what does this actually say about us? Have we really civilized ourselves and evolved out of our barbaric and bloodthirsty selves? Perhaps not. Perhaps we still love a good show where we can easily provide instant judgment of missteps, quick criticism of poor decisions. Hopefully, we’re not doomed to this quest for base entertainment…hopefully, we have the potential to be better. Here are a couple of ideas for how we can exit the arena and leave the poor bears in peace:

Let’s interactively communicate with the C-Levels, the corporate brand managers, the folks who do exist behind the actions we’re itching to criticize. For Pete’s sake, its as if there’s no room for error anymore. One foul-up and you’re an incompetent hack who deserves to be standing on a street corner begging for some spare change. What has happened to giving space to learn from mistakes? Fewer and fewer executives and brands are going to try to be innovative if they think their efforts are going lambasted by anyone with a Twitter account or blog. So instead, I suggest we be a bit more constructive, offer a bit more feedback, try to act as part of the solution.  Yeah, it may mean we have to try to be a little less cynical. Hell, you might just be able to chalk it up to your one-good-deed-for-the-day. That’ll feel good.

Perhaps the hardest of act of all is not giving in to the pressure of instant judgment. Yes, this means going against the grain and choosing a different perspective in a hypermobilized social media world. But look at it this way: in an increasingly homogenized world where everyone is seeking a way to be unique, your decision to withhold criticism until all the facts are known could be a critical personal differentiator. So, next time Amazon deletes a book from a Kindle, let’s help them learn from this action because they’re maneuvering in uncharted waters. Or next time the CMO from a retailer forgets he’s still responsible for customer satisfaction, let’s offer not only some constructive feedback, but acknowledge that she or he is actually a fallible human being capable of forgiveness.

I’m game for making the attempt if you are. What do you say?