ABSTRACT
In her 2011 book, Alone Together, Sherry Turkle discussed the advance of affordable, portable technology as an intimate, yet disassociating, force in Americans’ lives. PRWeek’s and T. Watson’s discrete observations pointed to a key factor that hindered public relations’ ability to conceptualize broader use of the emergent technology: a well-established media relations orientation. The scholarly literature on corporations using social media to make a connection as a human-like entity is limited and reveals a persistent marketing influence. The chapter provides an evidence of how millennials view that corporation’s community engagement. It offers their perceptions of the quality of an anticipated relationship with that corporation and how much the corporation conveys a human-like corporate persona. The chapter revealed that the facade or corporate “face” of Global Pictures was seen as a more relatable corporate persona in conjunction with how well it was seen as offering a credible story on Facebook.
