The success of any social program is ultimately determined by its ability to connect on a one-to-one, human level. But what does it actually mean to be human in social media?
Is it having a fun and engaging brand? Speaking in everyday, colloquial language? Establishing a more relatable — even intentionally non-corporate — online presence?
To an extent, but these are surface symptoms. The core issue lies much deeper, in the nuances of how we interact with one another.
Specifically, there’s a phenomenon in linguistics known as “code-switching.” It refers to when a person alternates back and forth between multiple languages in a single conversation. Recently, a team at NPR dived into this concept, elevating it beyond linguistics and identifying its prevalence and significance on a cultural and sociological level. Read more…
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Why Brands Should Be Human on Social Media
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