"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.
This piece came to me from my fellow curator Jan Gordon. She is an EXCELLENT curator and if you follow her curation it will help your business a lot.
What I really like about this piece is its basic question -- are you sharing your biz stories for messaging or for engagement? These are two very different activities and will generate different results for your business.
Read Jan's excellent review below, read Brian Solis' article, and start shifting your storytelling so you can achieve better business results!
This wonderful piece was written by Brian Solis and as always, he captured the essence of what's needed to move your content to the next level, where your audience becomes an active participant. This is where relationships and communities are built, brand advocates, word of mouth and commerce follows if this is done right.
Here's what caught my attention:
Social Producers are the new storytellers
**To thrive in social, mobile and new media in general, we need much more than content producers, we need a new breed of designers that grasp the elements of online sharing and have mastered the ART of social media
**They know how to trigger desirable (and social) actions, reactions and transactions
**A new genre of social producers are taking aim at developing content strategies that are not only consumable, they're shareable, actionable and act as catalysts or sparks for relevant conversations.
**These social producers are in fact masters of their domains and understand the culture and the laws of information commerce within each
The difference between Social Producers and traditional content creators is they begin with social outcomes
**they understand the relationship between cause and effect and they bake-in conversation starters related to an integrated and business-focused strategy
**Social producers think about the overall experience and the effect where a social object is at the center of the dialogue and interaction they envision....within each network
**The overall story and outcome defines the nature of the social object.
**Beyond shareability, the social producers also think about resonance. Conversations on social networks move quickly.
**What was trending an hour ago gives way to the next social object that captures everyone's attention until that too is replaced by the next shiny object and so on.
**Resonance is a technique that allows a social object to enjoy a greater lifespan and continue to swim upstream while other content strategies wash away in real-time.
**As you think about your content strategy for social networks, do so from the perspective of a social producer.
**While the social effect is certainly a goal, the social effect is also the result of social design.
**In the end, people are going to talk, so give them something to talk about!
Curated by Jan Gordon covering, "Curation, Social Business and Beyond"