Being Human in an Online World

Being human, it’s not that hard.  Sadly, most of the time when we refer to being human we use it as an excuse for all the mistakes we make on a daily basis.  This post is not about the fallibility of the human condition, rather, it is about how important it is to let your “humanness” show through your use of social media.  Some of you reading this (if anyone actually is) may be casual users of social media.  You might get on for a couple hours a day to connect with friends or check up on brands you follow etc.  Others may be on one platform or another all day (guilty.)  No matter what you use social media for, the fact is that most brands and their marketer(s) have already set up their shop online and are trying to lure you in.  The problem is, many of them are taking a brand new distribution channel with more potential and possibility than any channel we have ever seen before and they continue to send out the same messages.

If you are anything like me, I don’t appreciate being talked at.  I do however, like being spoke to.  This is where the focus needs to shift.  Social media now affords us the opportunity to send out our branding message(s), but more importantly, it allows us to connect.  Even though we may be communicating through computer screens, we can now be more human than ever.  Let’s face it, one of the most important and powerful aspects of our human nature is our ability and desire to connect with one another on some level.  Think about the last time you met someone new, whether you realized it or not, I’m willing to bet you spent the first part of your conversation trying to figure out a connection between you and your new acquaintance.

If this is something that we do in everyday “real life” why is it so hard for some of us to figure out how to make our brands more human?  Why are some of us still only broadcasting our sales and specials in our Facebook Newsfeeds?  Why are some of us not responding to the inquiries of our “Fans”?  How is that being social?  More importantly, how is that being human?  Even more importantly, how could we ever think that these practices ever could be or would be good for our brand or our business.

We can’t and yet we still continue to operate in such a way.  Are you being social online?  If so, are you being human?  I think we all could ask ourselves these types of questions more often.  Unfortunately, if we’re honest with ourselves, I don’t think many of us will like the answers we find.

Without wax,