A personal touch usually puts us at ease, right? Think about being invited into someone’s home, or to a special event. The aspect that makes it comfortable is the personal touch. One might argue that its the same with and for social businesses and brands.

Once we are acquainted with each other, we are comfortable sharing about ourselves. In social networking , it happens many times even if we’re not so acquainted! Of course we each choose the extent to which we share about ourselves and expect that others respect commonly accepted boundaries. The question becomes, why do we share? And, if we are sharing, to what extent should we expect privacy and anonymity?

In many cases, what drives us to share about ourselves is the urge to belong and be liked and accepted. This has been the case for eons, as humans are ‘social’ beings. Truly social businesses and brands have similar desires and behave similarly to individuals in social networks. They tell stories, share about themselves, and put themselves ‘out there’ for acceptance.

So should we be surprised, taken aback, or offended if a business or brand gets personal with us? I say, No! Our ‘data’ is our is our internet identity. It’s out there, for all to see. And if smart social businesses and brands are figuring out who we are, what we like, where we’re going, etc. we can all benefit. What we surrender in privacy and anonymity is rewarded with recognition, service and value.

Q1) Personalized engagement: What is that?

Q2) Does ‘personalized’ require a human touch?

Q3) What are some creative ways to add a personal-ized touch to social marketing?

Q4) What are some steps to creating a personalized social experience?

Q5) Creep factor aside, do customers want a personalized social experience?

Q6) If our data defines us, does our digital footprint expose our wants and desires?