This is a short post written by Joshua Leatherman, (author of If Social Media is a Game, These are the Rules: 10 Essential Rules for Developing a Profitable Social Media Strategy.) but his message is very clear.
Here's what caught my [Jan Gordon] attention:
Those who succeed in social media, those who have the ability to influence the behavior of others, are master storytellers. They have learned how to graft powerful words together that pique emotion, stimulate a need, elicit a vision, and produce engagement.
Some of the best stories are being told on social media. And so are some of the worst. If your story is disjointed, perhaps you have not yet developed your narrative.
Consider in advance how every post fits into your story, and whether it is consistent with the narrative that you're intentional cultivating. Pique. Stimulate. Elicit. Engage.
We can outline effective social media strategy all day. However, even the most accomplished music theorists will fail if they try to sing without first having exercised their voice.
We must find our story and tell it well.