Some companies recognized incremental marketing and sales value from social media, which created demand for social media automation and content management system tools. In my last blog post, Messengers of Trust: Part I, I stated that all products, services, and messages are created by people and that customers have an innate ability to interpret the intentions of the (often unseen) people behind the products, services and messages they are evaluating. In Part II it is my intention explain the why. In Part III I will discuss the how. Anything less than human is inhuman.