Social media and storytelling together represent, for marketers, a return to the origins of storytelling....
The concept of “the survival of the fittest” is important for marketers today. During the oral tradition, if you told a compelling story, that’s the message that was shared. If your story sucked it didn’t live on. In the broadcast era, it was the battle of the richest. If you spent enough dollars, you could get your message out to the masses regardless of the quality. Anyone who has been involved in social media recognizes that we’re back to “survival of the fittest” era. The Twittersphere or Facebookers will decide whether it’s a compelling message.
We see this at HootSuite time and time again: I’ve run the numbers and quality content that is story-based gets shared. When we get lazy and create mediocre content it doesn’t get shared. The crowd decides, it’s that simple. This has huge implications for marketers, today, you can’t just buy people’s attention, they will block you, skip you, fast forward you or ignore you. We need to spend more effort, time, budget on creating awesome content that people want and less budget on a media buy (although a paid component is still critical – more on this in upcoming post)...'