It is no secret that people are more likely to understand and retain information when it is conveyed to them in a story. Simply listing a bunch of facts and details that you are hoping to share with the world will not make for engaging content.
This is part of the reason that I feel that the humanization of a company’s online presence is so critical in today’s digital world. I find it difficult to understand why any organizations would opt to communicate in a serious and professional tone online, unless their sole purpose is to communicate with other businesses.
For companies that hope to reach individuals with their messaging, it only makes sense to allow a bit of personality to come through in their posts, as this allows the effectiveness of their storytelling to truly shine.
I myself do the communications for a local Ottawa charity, and I try to humanize the organization as much as possible, especially through social media. I use we pronouns when engaging with our followers, and try to keep all updates conversational and fun when the situation allows for it. This makes telling our story much easier and more importantly, relatable.
I find this helps to encourage the audience to engage with us the way they would with a friend rather than an organization. This in turn fosters a stronger bond between us and our community, which is crucial for a charitable organization.
I mean, when a friend asks for your help, what do you do? You say yes, of course!