Sure, there’s plenty of buzz about developing your voice in social media. But let’s not forget about the importance of our “real” voices.
Researchers at the Missouri School of Journalism say that companies and nonprofits have more success online when they use a human voice to communicate, instead of an organizational one.
According to Science Blog
, the study showed participants mock social media websites of large, pre-existing for-profit and nonprofit organizations, which included user comments and responses. On some sites, the name and picture of a person from the organization were included with online comments, while other sites “only included an organizational presence” with no name or picture.
“The researchers observed that the participants perceived social media websites utilizing conversational human voice much more positively than the websites with only an organizational presence online. The researchers also found that for-profit organizations were more likely to be perceived as using a conversational human voice than were the nonprofit organizations.”
Commenting on the study, Hyojunk Park, a doctoral candidate at the Missouri School of Journalism
, said: “Levels of trust, commitment, and satisfaction from users all appear to be positively affected by the use of the human voice in social media.”
Can you hear me now?