Creating compelling content is a must in order to reach your audience. In today’s day and age – with countless organizations trying to break through the noise – companies must be innovative in their external communications. A growing trend in the public relations industry is the use of digital storytelling.
Companies are shifting their online presence from focusing on their products or services to highlighting the company’s values and employees. By sharing the stories of the people behind the brand, companies are adding a human element to the mix. Not only does this allow them to illustrate their values, but it is a great way to distinguish themselves from their competition.
When executed properly, effective digital storytelling can enhance your reputation, strengthen your relationship with existing customers and build new relationships with prospective ones. But just like with any form of external communications, it is about more than sharing an interesting story.
Companies who garner success from sharing their story online have strategic thinking guiding their social media presence. The best stories are told with the following in mind:
Remember your audience
Organizations rarely communication with just one public – and that’s never the case with social media. When generating and planning content for your organization’s social media accounts, it’s key to remember that you will be talking to multiple audiences. You need to find a message that will resonate with your target audience, but the message must also be appropriate for other groups with a stake in your organization. Ensure that the message suits all of your audiences.
Don’t forget the message
Finding a great narrative is only half of the battle. Next, you need to ask yourself ‘what is the message this story is telling?’ If you can’t answer that, then how do you expect your audience to? All communications need to have a purpose that adds to your brand. Sharing a heartwarming story is only effective if it helps your intended audience better understand your brand. Make sure there’s meat behind the fluff.
Stay true to your brand
There are countless great examples of companies who put an interesting twist on digital storytelling. While it’s great to watch and learn from other companies – think twice before blindly following in their footsteps. You need to take a critical look at the way you decide to share your company’s story. It must be reflective of your organization and its values – if not, it just falls flat. You want to be remembered for consistent and relevant posts, not one that leaves people wondering why you’re sharing this.
Taking the time to craft a social media strategy centered around digital storytelling is worthwhile work. From profiles of employees to sharing stories of your corporate social responsibility initiatives, your company and its brand will reap the benefits of effective digital storytelling.
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Chelsea Tucker- Editor