I heard a sentence on a radio interview today that has repeated itself in my head throughout the day.

"It only has impact when it's human" Robert Fox, Evening Standard.

A simple sentence but so poignant in today's content rich, social business, digitally driven, economically testing world.

Imagine social networking without a human element to what you talk about? There are examples of social media profile pictures of company logos or worse still no image at all. How little do you want to engage with them?

You visit a website that shows just dry, dull product information and technical product photography. How much more engaging would it be to see someone just like you using and benefiting from the product or service?

News stories in the media that talk about numbers, statistics, facts and detail but without how it made those affected feel, think and react, sound like white noise. You will never remember them.

No matter how you cut it, what technology you are using, however good your case studies and testimonials, how competitive your pricing and marketing, at the end of the day it really does only have impact when it's human.