Len Kendall

What is it with people? Why are we so interested in each other? Why is connecting to other humans so important to us? If not for the human need to connect with others, there'd be no @aplusk. Hell, there'd be no Twitter, Facebook or Social Media. We'd all live in caves and avoid eye contact. But we don't. We are human. And that's why they put the gossip magazines in the checkout aisle. 

Consider Len's statement above. He's right. There's a reason why shows like American Idol and Big Brother keep showing up year after year. People like human interest stories. Sure, they like stories about puppies too, but mostly people like people.

So what does that tell us about how companies need to think about interacting with their audience? 

Most importantly, they need to fire anyone within their organization who consistently refers to their audience as a demographic. They also need to loosen the power ties and become the audience for a while. Step back from the cold world of ROI and actually think about the experience that a real human being has with their product or service.

While most of us want to know how to make this work in Social Media, the idea of brand humanization is not a new concept. It's something that the best brands have been doing via traditional media for decades. Social Media accelerates brand humanization – through routine and timely interaction with their audience. On a human level.

Be interesting. Be sincere. Be human. The ROI will take care of itself.

Jim is a father, husband, copywriter and founder of smashcommunications.com. You can find him on Twitter @smashadv

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Jim Mitchem

Writer. Father to daughters. Husband. Ad man. Raised by wolves. @jmitchem on twitter. First novel, Minor King, out now.

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