Top Tip #1: HumanisationWhen you think of social media you probably think about connecting with loved ones, friends, and friends of friends (don’t act like you haven’t stalked before). You don’t think about businesses connecting with you, aiming to be your friend, posting on your feed with language you similarly would use; humanising their campaigns to emphasise they are your friend, and that you should trust them, and should trust their product; Nielsen (2015) supports this by documenting that the most credible form of advertising is from people we know and trust. Park et al., (2015) goes a step further by conducting a study analysing language used by over 60,000 Facebook users where word clouds were created to show popular words/phrases posted by users with differing personalities (see figure 1).
