"I’ve long maintained that phenomena like “social media” are behaviors, more so than channels or applications or types of media inventory, what have you. There are extrinsic factors at play like market movements, various forms of scarcity, supply and demand levers, etc. and there are intrinsic factors like human emotion that are rarely, if ever, discussed when it comes to making investments in these types of ventures."
My colleague and fellow curator Jan L. Gordon originally shared this post and I thought it would be great to include here also.
Why? Because effective storytelling is about conveying emotions. Yet when we share our biz stories, what emotions should we be focusing on? It is easy to default to hope. Or confidence.
What I like about this chart and post is that it addresses the common emotions people experience as they interact and share online -- both positive and negative.
It seems logical to me that in knowing this information, we should be paying attention to whether the emotions we are conveying in our biz stories online are connecting with the emotional experiences of people. This chart can help us figure it out.
Now, I wouldn't want to be limited to slavishly sticking to this chart. But it is a good place to begin!
As the author, Gunther Sonnenfeld says, "I believe that any great technology venture (any great company, really) must provide doors to perception and discovery that look well beyond transactional or even relationship benefits to some degree." Yeah! Treating business storytelling as purely transactional or relational is only the first rung of effectiveness.
And don't forget to read the comments at the end of the post. They are chock full of great insights and discussion about online storytelling, branding, and emotion.