Social Media Executive
11 September 2014
Your social media audience follows, on average, 6 brands via social channels, making it difficult to get your brand into the chosen group.
Whether you’re a big brand or start-up business, there are ways to get your brand noticed and stand out above the rest. Sometimes all it really takes is a good story!
Here are some simple steps to successful story telling on social:
- Establish what your overall goals are for your business and how they can be translated online. Is your aim to gain brand awareness or generate leads?
- Think about how you want to make your audience feel.
Connecting to the emotive side of your audience can be very powerful and could help them relate to your brand on a deeper level.
- Who are you as a brand?
Failures in brand storytelling are often down to a lack of established personality and tone of voice. People need something that they can take away from your brand - an understanding of what your brand is trying to achieve and who they want to connect to.
- Discover who and where your audience are.
Maybe you think you’re appealing to an age group of 25-35 year old working mothers but have you really done the research and pinpointed the real data? And if so, are you connecting with them on the right channel? Yes, everyone uses Facebook but perhaps your audience are most engaged and inspired on Pinterest.
- Find the plot of your story.
Storytelling is about having that emotional connection and being able to inspire - go outside the norm and don’t focus your research on the obvious i.e. Facebook Insights. Look towards other mediums that could make your social story unique.
- What outcomes do you want from your story?
Think about the type of return you would want to see from telling your story. Is it to draw in new consumers? Or to collate feedback from your existing consumers?
- Keep it emotional, sociable and shareable.
The rise of sites like Buzzfeed made us realise that people relate to content that they can recognise themselves in. They might look at an article called “29 awkward moments that can only happen at work” and think “oh that happened to me recently, I’ll share it on Facebook”.
- The power of delight.
Recognition of your consumers and their needs is something that you should be talking about. It can be something as little as acknowledging their interaction with you on Twitter with a personable reply or actually taking physical action with something and making a statement, like surprising a customer with a gesture. Only recently, a British comedian tweeted that he would love a bit of pizza while on a train journey. Domino’s Pizza heard his call and managed to deliver it to him at the next station. This became a viral hit and is proof that making a statement like that can have a profound effect on your company’s social story.
- And finally, measure and improve.
Take a step back and look at your activity on social on a daily, weekly or monthly basis and determine what stories are working for you. Highlight the impact of what you’re doing and consider ways that you can take it further.