373. Companies are not people

This is at first sight completely obvious, but I still feel worth writing about. Companies have started developing, through their presence in social media, a personality, and building a relationship with their stakeholders. At first, their posts were restricted to information, such as a new product launch, a promotion or an update on a known service issue. This seems a sensible use of the immediacy of social media for communication. However, some are personalising their social media presence, engaging in conversation, expressing opinions. Users are now interacting with them in the second person, tagging them in posts, expecting a response. This may be convenient, but it is important that we realise that we are not interacting with the company, but just with one of its employees, a real person, who, best case, will be trying to act as they think their company’s philosophy would merit. But wait, companies don’t have a philosophy, they don’t have a mind. I feel another Twitteretter coming

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