With the increasing use of social media platforms as a main form of communication, we have seen a return to written communication (at the expense of oral stories). Much of the content generated is poor in quality leading to complaints of a high “noise” to valuable content ratio. One thing is however clear, the social media that breaks out and goes “viral” is based on a well structured and engaging story. The successful individuals and companies that they work for are embracing and leveraging their love and skill of stories to capture and direct the attention of consumers, clients and partners. This can be seen especially in the form of cause marketing (see Pepsi Refresh) , celebrity blogs (see Perez Hilton). Taking a look at the major forms of social media we see

Linkedin – Personal brand and story via selection of groups, answers to questions, personal updates, link to blog and description of experience in life. The well written profiles are not a list, they are a story about the person that stops the reader and engages their interest.

Blogs – Stories from start to finish, with the added element of side notes, comments, footnotes etc

YouTube – Stories in video form. Those that hit big are funny, sad, scary – Emotional and with a story line that we can engage with in a short ADD timespan

Twitter – ultra condensed “Haiku” , mini episodes, headlines to the story within

Facebook – Personal soap operas, teasers to the next episode

This also ties into the strong conviction that people make social media work, not brands. Get personal, tell your story, give a damn and other will listen. If the story is entertaining, they will make it their own.