Skip links

Social Presence Theory

Origin of the Theory

In 1976, way before virtual social networks, the Internet and even home computers, three smart guys named John Short, Edryn Williams and Bruce Christie theorized the impact of social presence and the way we connect with one another. The Social Presence Theory is a simple, yet profound approach that we’ve translated into hundreds of successful marketing campaigns for organizations across virtually all industries.

This philosophy is an important perspective to consider when talking to your audience through your marketing efforts, especially since we’re all now socially connected on the Internet. Personal, relevant communications that ask for the sale at precisely the right moment form the framework of Your Brand Voice’s approach.

What is Social Presence Theory?

Simply put, it is the ability to use non-personal communication (marketing) to create and foster a relationship, just like when two people (a salesperson and a customer) are in the store together talking. The conversation is guided by the customer’s questions, reactions and expressions. The higher the level of social presence, the deeper the trust generated in both parties. And this translates into loyal customers.

What if you could take the same personable face-to-face interaction that occurs in your store every day and replicate that level of trust and likability across hundreds, thousands, and even tens of thousands of potential customers?