Featured Research

from universities, journals, and other organizations

Use of human voice in social media can help organizations build relationships

Date:
May 18, 2011
Source:
University of Missouri-Columbia
Summary:
Researchers have found that utilizing a personal human voice when communicating online leads to much higher user satisfaction ratings than impersonal communication.

As the proliferation of social media in society continues, companies and organizations are taking advantage of online platforms such as Facebook and Twitter to communicate interactively with their customers and the public. With this influx of new technology, many organizations are struggling to find the most effective ways to manage these user interactions to maximize the positive experience for their customers. Now, University of Missouri researchers have found that utilizing a personal human voice when communicating online leads to much higher user satisfaction ratings than impersonal communication.

"There is great value in using a human voice when communicating and developing good relationships with the public," Hyojung Park, a doctoral candidate at the Missouri School of Journalism, said. "Perceptions of relationships with an organization seem to be significantly more favorable when the organization's social networking page has a human presence rather than an organizational presence. Levels of trust, commitment, and satisfaction from users all appear to be positively affected by the use of the human voice in social media."

In the study, the researchers presented participants with mock social media websites of large, pre-existing for-profit and nonprofit organizations, complete with user comments and direct responses from the organizations' public relations representatives. The user comments ranged in tones from positive, negative and neutral. Some social media sites included the name and picture of the organization representative with their messages, while other social media sites only included an organizational presence on their sites with no names or pictures.

The researchers observed that the participants perceived social media websites utilizing conversational human voice much more positively than the websites with only an organizational presence online. The researchers also found that for-profit organizations were more likely to be perceived as using a conversational human voice than were the nonprofit organizations. Park believes using human voice on social media can generate important emotions within the receiving community.

"Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public," Park said. "We have evidence that perceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization."

Park says the dynamic role of human presence versus organizational presence adds a new perceptive as to how organizations can take more advantage of interpersonal aspects of social media. She believes this study provides a fundamental building block for constructing a body of knowledge that can help practitioners and scholars better understand how social media can be used for relationship management.

Park presented the study at the International Public Relations Research Conference this past March and won the top student paper award for her work.


Story Source:

The above story is based on materials provided by University of Missouri-Columbia. Note: Materials may be edited for content and length.


Cite This Page:

University of Missouri-Columbia. "Use of human voice in social media can help organizations build relationships." ScienceDaily. ScienceDaily, 18 May 2011. <www.sciencedaily.com/releases/2011/05/110518121233.htm>.
University of Missouri-Columbia. (2011, May 18). Use of human voice in social media can help organizations build relationships. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2011/05/110518121233.htm
University of Missouri-Columbia. "Use of human voice in social media can help organizations build relationships." ScienceDaily. www.sciencedaily.com/releases/2011/05/110518121233.htm (accessed April 17, 2014).

Share This



More Mind & Brain News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins