social media: best handled by humans

If you believe that your social media is best handled by a giant team of people robots, using search and reporting tools that guide you on how to act based on tweet sentiment...well, maybe it's time to rethink things.

The word "social" in social media refers to humans being social. And in the scheme of PowerPoint decks and sentiment graphs, sometimes real deal human connections get lost.

Jason Kottke beautifully illustrates the difference between a very real human interaction with Zappos, and a "social media pro" that's barely paying attention at United Airlines. The result is an absolute sloppy mess for United Airlines, and a lesson to anyone who handles social media for any brand.

Pay attention. There's humans out there. Thanks, Eliza!

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