Way back when in days of yore, everybody on social media was a person. That is, all the profiles on early, pioneering social platforms such as Friendster, Myspace and Facebook, were launched and managed by actual people.
Then brands came along, and we all got used to talking to brands on social. Then things got a bit weird. Brands started launching profiles for some of their products, and we all felt a bit strange chatting to @dietpepsi. It’s a canned beverage, after all. Who exactly do we think we’re talking to?