The social web is skyrocketing and is reaching such an enormous magnitude simply because it's more human and less mechanical. This is the reason that everything we do on it is so appealing and seductive to us human beings. Commonly, we feel attracted by things that allow us to be more human. This should be a call to action for those people whose mission is humanizing and yes, socializing businesses and brands.
Every day more and more people are being productive in their spare time, in the ""non-work time." When we lead as machines in our business, we are wasting the opportunity of creating connectivity and resonance. Businesses that start paying attention to staying human in spite of the technology, and grant opportunities to employees as well as customers for connecting and engaging through their work, interactions and transactions, will win a competitive advantage worthy of being included in every successful marketing plan.
Human Media as a Strategic Process
We now expect human relationship no matter where, when and how the transaction happens, thus the interaction. Now the strategy is to stay human through the Internet and beyond the social media hype, and yes, making use of the online landscape to reach marketing and media goals.
How you conceptualize these processes will help to identify human marketing touch points, which harness the power of the new media platforms and tools and perhaps, step towards the digital ecosystem. This is the strategic part of human media, the one that helps to draw the path so we can reach the market for creating the desired effect on our audience. You can only do that if you connect emotionally with the public, building credibility, trust and showing you are there, just in time, caring about them.
Simply by understanding that staying human is the key, we will realize how this perspective drives fundamental change in the way we relate to other people within interactive environments.
Photo credit: young hr manager.