Story Power: 5 Keys for Social Media Marketing Using Storytelling

A story is the center of every successful social media marketing campaign. Effective campaigns are not about the tools. They are about substance. Stories provide an authentic human experience that taps into psychological fundamentals, making them the most effective way to engage audiences. Stories have the ability to express the essence of a brand or advocacy campaign because they convey meaning. Stories transport us into a participatory world that we personalize using our goals, imagination and emotions. Stories are how we make sense of the world, how we connect, and how we share.

In other words, a story does for brand messaging what social media does for people: it engages, connects and shares. Here are 5 keys to harnessing story power:

1. Find your story. What is the essence of your goal, organization, or service? Why does it exist? What is the fundamental message? Who are you saying it to?
2. Build your story. Stories consist of characters with goals: the hero we root for and the villain who poses challenges. Who or what function as the characters in your story?
3. Plan the story arc. Story structure consists of a starting point introducing the characters and goals, a middle where challenges and conflicts threaten the goals, and resolution when goals are achieved. How do you lay out the structure of your story for your audience?
4. Share your story. Today’s audiences expect to participate and collaborate. What are the entry points for your audience? Are you willing to relinquish control so your audience can contribute and advance the story?
5. Give value. What is in it for the audience? What is the take-away? How does the story impact their lives or the lives of others?