Storytelling in Social Media
A company’s social media presence and branding efforts thrive on storytelling. I would have to say that the most important reason for this is the fact that storytelling allows a person to get up close and personal with the company or brand. This can create a sense of transparency and authenticity. This is what the consumer wants. They want to feel like they are communicating with a real person in real-time. Telling a story consists of three parts: an introduction, a problem, and a resolution. A good storyteller knows how to regularly create engaging content that intricately interweaves all three of these elements.
I will use an example from the Hermann Brothers Facebook page. I use this page to market the company to potential new drivers. I do my best to sell the company to them and make it seem appealing. More appealing than where they currently work, if I can.
Introduction:
“Dry vans, chip trailers, live bottoms, flatbeds, and more! Hermann Brothers operates a rapidly growing and diverse fleet to the service the needs of customers all across the Greater Pacific Northwest.”
Problem:
“Are you tired of not being home every night or every weekend at the very least? Are you tired of not being paid by the hour? Are you tired of messing with freight, curtains, and tarps?”
Solution:
“Here at Hermann Brothers, you don’t have to worry about any of that. Here you will have hourly pay, home every night (if not more), full benefits and 401k, no-touch freight, and more. Join the team today!”
I consistently create ads for Hermann Brothers using this format, or something similar. I have had amazing results and returns from it. I feel that the problem section of the story is the most important part. I feel that is where the company-consumer relationship is established. It is stating, “this is how and where we know you are struggling.” Then the solution section says, “This is how we can help you fix that.” In reality, the ads are created to benefit us as a company but the idea is to create them in a way that they seem like they are there to benefit the consumer.
I read three articles about storytelling in social media before I wrote this. The links are below:
