Brands Become More “Human”

Just read a post on Fast Company, called For Brands, Being Human is the New Black. It’s all about the trend of brands focusing on portraying themselves as more open, honest, kind, down-to-earth, and I would add, accessible. I think it’s a trend we’ve seen for years, and the one aspect that wasn’t really mentioned here is how social media has played a key role in this trend.

Social media has given customers a voice in interacting with brands, and it’s also given brands a new channel that’s maybe less formal and restricted. And just as brands look to come across as more “human”, that’s exactly what brands are looking to do over social media channels. In B2B marketing, something I’ve heard a lot is, ” You don’t do business with companies, you do business with people.” And that’s exactly what this trend reveals –  the realization that you can connect better with your audience, with your customers, when you relate to them from one person to another.

When I post from the Amdocs Facebook page or Twitter profile, I do my best to have these channels represent the company, but I also to interact with people as myself, as the person running these channels–not necessarily as the booming voice of the brand itself.

What do you think? Have brands become more “human”, and do you think social media has had anything to do with this evolution?


  1. Posted September 21, 2011 at 8:40 pm | Permalink

    Humanity is so important. What many B2B companies fail to realize is that they are not marketing to “businesses,” they are marketing to people!

  2. Jessica Zimet
    Posted September 21, 2011 at 9:07 pm | Permalink

    Thanks for your comment David, a robot has approved your comment 😉

  3. josh
    Posted October 4, 2011 at 1:27 pm | Permalink

    I’m wondering…
    Throughout the 2000s and the rise and fall of blogs (early social media) and ‘talkbacks’ to news articles, we had gotten used to being anonymous and business also could hide behind their websites and corporate customer service.

    Along came Facebook which seems to have gotten us used to having a ‘real life’ profile and their major struggle to get us to change the way we see privacy (mostly by ignoring it). I believe that Google plus decided to penalize accounts that seemed to be created with impersonal details. I’ve noticed some blogs require you to post via one of the social networking site ids to reduce annoying anon comments and also to increase quality of comments. Personally, I have not used any company’s FB site to contact them, but would they step up to the challenge and respond ‘personally’ rather than some anonymous corporate messages?

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