Original Post #2

The Secret Truth: The Humanization Element

Let's start with two truths.

1. Social media has become a giant fixture in our lives.

Figure 1: Data from 2014 (to increase size click on picture)

2. Both B2B companies and B2C companies utilize social media platforms as a way to engage with consumers while simultaneously pushing their product.

Figure 2: Data from 2014

Okay, but why? Why are businesses clamoring to create and maintain a strong social media presence? 

There are a plethora of reasons as to why companies engage in social media, and Figure 3 (below) helps to summarize a few of them. However, there is also a really human reason behind the madness. Its called the humanization element. Intrigued?

Figure 3: Data From 2012 

The humanization element depicts how companies are seen as more human due to their interaction on social media platforms. Over social media, companies can interact with their consumers just like the average Joe does. They can create a profile, respond to comments, post cool links, and even apologize for an error. The ability for customers to "friend" them, "follow" them,  or "retweet" something they said is the same as what we can do to one another. To put it simply, from behind a screen everything and everyone looks the same (B2B Community).

But what is so attractive about a company being humanized like this? Well, people love connecting with people and they love doing business with other people. Through social media, a company has a voice just like ours-- allowing the barriers between company and consumer to fall. Companies use that voice to have one-on-one conversations with multiple customers at a time. By doing this, they   connecting and engaging with their customers while simultaneously providing customer service, building loyalty, and increasing brand recognition in a way that they were once unable to do--in a way that makes them seem human (Audience Bloom). 

Some snapshots of companies engaging with the consumer through social media:

Figure 4: Jet Blue

Figure 4: Pizza Hut 

These two examples both depict how companies used social media and embraced the humanization element to engage with the customer in a way that will surely satisfy the customer and insure that they will be back for more.

What are your thoughts on the humanization element? Have you seen how a company humanizing itself through social media has impacted there bottom line or costumer loyalty? Share your thoughts and opinions by commenting below!