Like many people I know, I hate automated phone systems. This goes double for the one my bank uses. Very often, my questions are too complex to be answered by a series of pre-programmed messages. So I've figured out how to quickly get through the annoying series of directions to "press 1" or "Para español, oprime dos," and go right to the answer I want: "YES, I would like to speak to a representative."
I think we'd all rather speak to the representative, because we always feel better when our problems are solved by an actual human being. That got me thinking...
Should this be the rule, instead of the exception, for brands and organizations using social media?
A number of brands are already doing a great job of humanizing their social media presences
. They sign their tweets and status updates, or their bios make it clear that they are a person tweeting/Facebooking/Tumblr-ing on behalf of an organization.
But will there come a day when this simply isn't enough?
Recently, we learned that most Facebook page content gets buried
in the news feed. This was a stern wake-up call to social businesses: You have to create more engaging content to increase your chances of being seen.
Maybe there's a second root to this problem: Maybe people just aren't that enthusiastic about connecting with a logo or corporation.
Maybe they just want to speak to the representative.
If that's the case, will there come a day when brand pages will be obsolete, and every business simply employs a smart, witty and socially savvy person to represent them under his or her name in the social graph?
What are your thoughts?
Photo credit: o-mores.blogspot.com