Using a human voice in social media has a positive effect on company reputation

(International Communication Association) The modern-day complaints department tends to be a direct mention on Twitter to the company. It's easier than ever to have a direct line to a company, but what does a corporation get out of this? A recent study published in the Journal of Computer-Mediated Communication by researchers at VU University Amsterdam, found that people who follow corporate social media accounts that present a human voice are more likely to have a positive view of the company.