We live in a time of a hyper influx of information. There is only so much we can consume on a daily basis. Part of that reality requires us to be able to process interactions accordingly.
With the advent of social media, such as Twitter, Facebook, Youtube, Pinterest, and Email ( yes ), we are bombarded with a constant stream of information.
In the ever evolving business world, slowly corporations have adapted and “jumped on board” to promote their brands on these various outlets.
Our feeds, Facebook for example, are now cluttered with posts from brands that we have “liked”. This adds to the noise of the things that we truly care about. At a deep level, they irritate us with mental distraction.
Awhile back, I decided to literally “unlike” all but a few pages that interested me. These add to the noise. And it has to be limited.
Likewise with Twitter, all actual brands have been removed from my “following” list. There are now 318 hand picked people that I follow.
The only brands that I follow on Twitter are people.
— Gary Bacon (@pixelbud) April 14, 2012
People are the strongest representation of a brand. Positive or negative.
Frank Eliason from Comcast started “Comcast Cares” in an effort to curb negative feedback from tweets.
After years of “marketing” we seek something honest and true. People flocked to Frank because they were dealing with a real person. Not a persona. But an actual human. We crave interaction.
The selected people that I follow on Twitter represent their individual brand. And if they choose to disclose, it also is an extension of their corporate brand ( startup, company, app, team, etc. ).
In turn, I trust a corporation that trusts it’s people. Pick the right people and I’ll be loyal. No amount of marketing will ever buy you that.
This is the new standard.