In this day and age of digital marketing, brands can leverage online social networks with a more human touch. Companies or brands can be befriended or liked online by the clicking of a single button. Brands then share the same space as authentic friends whose actions and pictures we may like from time to time. Thus brands are occupying a very emotional space and it is thus that it becomes imperative that they display the warmth of human friends. Using Twitter for example, friends can communicate over 140 odd characters even though we may not actually meet that friend for months. It is this gap that brands can bridge by fulfilling such emotional needs of people. Too much exposure though is not desired as it may backfire. This is because social media platforms also become tools for human envy to develop from and this needs to be avoided.

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