Woman writing an email

Humanise the Online

Alex Evans By Alex Evans on 6th Aug 2018,

This phrase seems to be bandied about along with authenticity and transparency. Humanising the online may seem basic in form but not always implemented practically for some businesses or individuals who represent the said business.

Only very recently we’ve noticed an increase for a call in authenticity and transparency in business practices and in business communication. The “screen” (be it laptop, desktop or mobile phone) is often seen as a facade either to hide behind or to use as a step on to the podium of online interaction, and content and social marketing. The rise and fall of fake news on Facebook, the comparisonitis on Instagram, the use of Twitter for trolling or trumping has had users want to leave in droves or at least, use much less than they were. Which poses a semi threat for us businesses who battle to stand up and out against the noise, the rage of the machine (learning) and who just, simply, want to be ourselves online.

How do we humanise the online then? For us at Estate Apps, we are ourselves. We are us online just as we are offline. Talk to us via our contact form or chat via our website, to when we meet in real life - we’re the same. Our “tone” doesn’t change. We keep our content conversational - be it on our website, newsletter or social channels, we ‘talk’ the same.

How can you humanise the online? Well take a look at your content output for a start. Are you a friendly, conversational type of business and the content on your website has a more corporate feel with more polysyllabic words than you can shake a tree at? If that’s the beat of your business’s heart, don’t drum to it. Whilst that may sound ‘preachy’, where will it get you if a prospective client responds to your corporate sounding email, meets you in person and he’s met with a version of Del Boy? Do you see the conflict and contrast?

Where you engage on your social channels, use it as a conversation tool - as you would in real life. When you respond to emails, be nice and do it in a timely manner. Can you imagine being in a meeting and you’re asked a question, and you don’t immediately reply, get the picture?

The “screen” through which we determine judgements, reservations and positive calls to action doesn’t have to be a filter, but can be an insight to who you are as business, what your business aims to serve and provide to your fellow human friends. In a world where transactions and virtual meetings are now commonplace, it is essential to humanise the online.

Another blog you may be interested in is our blog on content and consistency key for online branding.

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