Social Media Strategy? Yes! Do They Know Storytelling? Nope.
I just viewed this video about storytelling and social media strategy and it was very frustrating.
What I liked about the material being shared was the social media content model that The Pulse Network is showing here. It is very clear.
But they are totally confused about storytelling in marketing. When they talk about storytelling, they define it as the snippets people share on social media. For them, lots of snippets create a story. Noooooo.....lots of snippets grouped together create a group of snippets. These are usually of opinions, thoughts, information tidbits, or promotions. If there's a narrative thread or point, you're lucky. It's very a very haphazard marketing methodology.
I love the title of the video, though. Storytelling can drive social media marketing, if you understand the dynamics and elements of creating compelling stories.
So how do you storify social media and internet marketing? Understand the difference between channels -- some channels (web pages, blogs, articles, videos) contain stories, or are stories in and of themselves. You'll have the opportunity to actually share a plot, characters, and key message. This builds engagement, trust, and relationships.
Social media (Twitter, FB, etc.) are best used to trigger stories in your audience by feeding them metaphors, visual imagery, and other sensory material. Or use the same tools to motivate readers to follow your link to the rest of the story.
Did I just share with you a story? No. Did I share with you my thinking? Yes.