Social Media Marketing as Digital Storytelling


Stepping aside from the main policy and planning issues, let’s think for a minute about why you’re doing enterprise social media, what’s it all about? Well, it’s really simple. You want to tell your story, the story of your company, your institution. Right? You want people to know the main elements of your story.

WHO you are, who your people are.
WHAT you do, what you’re all about, what you’re like, what’s happening.
WHEN things happened or are happening.
WHERE you are, where you’re coming from.
WHY you’re doing what you do.
HOW you do what you do.

When you are thinking about social media, remember it is a lot like improv. You have your plot, the storyline, characters and personalities, and most of all your audience. What you don’t have is your lines.

You know you need to stay in character, stay true to the story, keep things light and sometimes funny and sometimes profound. Be real. Be human. Be kind. Think about who is your star personality taking center stage, what sort of personality are they? Who are your supporting cast members, and what are their roles? Remember the moral of the story – that’s your vision and mission statement. Make sure all the pieces connect. Remember the details that give color and bring your story to life. Too many details and people crave plot, not enough details and people don’t believe the plot.

Here are more ideas from other people to help with brainstorming how you want to envision your persona and story.

Great ideas from @elizabethsosnow about using different types of stories. Here are the types – read the post for the ideas.
* Once Upon a Time
* What If?
* David vs Goliath
* Adam and Eve
* Hannibal Lecters
* Heroes, or better yet, Frodos
* A Picture is Worth 1,000 Words
Soznow, Elizabeth. Audit Your Intellectual Capital – 7 Ways to Find Your Stories. Convince & Convert July 27, 2009. http://www.convinceandconvert.com/social-media-marketing/audit-your-intellectual-capital/

Tips for presenting your personality from @ryansholin.
* Be Human
* Be Honest
* Be Aware
* Be Everywhere
* Show Your Work
Sholin, Ryan. Five Keys to Authenticity. Invisible Inkling June 29, 2009. http://ryansholin.com/2009/06/29/five-keys-to-authenticity/

And the alltime classic from Alan Levine (aka CogDog) about using social media as digital storytelling tools.


50 Web 2.0 Ways to Tell a Story (Slideshare): http://www.slideshare.net/cogdog/50-web-20-ways-to-tell-a-story

50+ Web 2.0 Ways To Tell a Story (Wiki): http://cogdogroo.wikispaces.com/50+Ways

The Fifty Tools (Wiki): http://cogdogroo.wikispaces.com/StoryTools

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