Use of Human Voice in Social Media Can Help Organizations Build Relationships
MU researchers find personal contact on social media leads to positive behavior of recipients
As the proliferation of social media in society continues, companies and organizations are taking advantage of online platforms such as Facebook and Twitter to communicate interactively with their customers and the public. With this influx of new technology, many organizations are struggling to find the most effective ways to manage these user interactions to maximize the positive experience for their customers. Now, University of Missouri researchers have found that utilizing a personal human voice when communicating online leads to much higher user satisfaction ratings than impersonal communication.
“There is great value in using a human voice when communicating and developing good relationships with the public,” Hyojung Park, a doctoral candidate at the Missouri School of Journalism, said. “Perceptions of relationships with an organization seem to be significantly more favorable when the organization’s social networking page has a human presence rather than an organizational presence. Levels of trust, commitment, and satisfaction from users all appear to be positively affected by the use of the human voice in social media.” Read More »