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?