use the Social Presence Theory to promote more effective communications with customers through marketing?

[Chung B.]

[Sandie]

In advertisements you will want your target market to understand that your company can relate to their dreams and hopes and even share their same ambitions. This is done most effectively through vision and audio, basically television or media rich ads. Audio should have music pertaining to the generation you are addressing or invoke emotion that pertains to your message.
In the advertisement it will be important to focus more on the human element or keep the human element in place during the ad to place that person (consumer) in the shoes of the person they are viewing.
Reinforce the emotion with your company or product to create a psychological bond to the goods or services offered. Social presence can have a severe lash back without proper customer support and sales teams. Say one thing do the other is something you want to avoid. In some cases a whole company re haul may be necessary for a campaign heavily focused in a niche social area that it may have not touched before.
Clifford Nass at Stanford has published quite a few papers that suggest people react to social presence of computers. Interaction seems to be more important than technical sophistication and inconsistency between elements is not as good as consistency in this type of situation.
When suggesting how to increase social presence in online courses, and potentially by extension mass media, the expression of feeling and suggesting a sense of belonging (common goals, people like me do/eat/buy whatever...)are often cited as important.