Storytelling in a Social World
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social media foreconomic development(…and everyone else)
What it is.Why it’s different.How it’s the same.How you can use it.
May 5, 2010
social media: what it is
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. – Wikipedia
Social media describes the nearly frictionless creation, distribution, sharing and annotating of content made possible by nearly universal and low-cost access to public networks. – Robert Cathey
All media is social. – Gary Goldhammer
why it’s different
traditional media…- narrow channels- few outlets- limited bandwidth
getting through requires…- packaging- formatting- relationships
you deal with…- lack of control- intermediaries- distortion
but if it works…- credibility- shelf life- mindshare
why it’s different
social media…- broad, deep channels- nearly limitless outlets- monstrous bandwidth
getting through requires…- honesty- planning- relationships
you deal with…- earned credibility- noise- distraction
but if it works…- authority- voice- mindshare
why it’s the same
to tell great stories…- be human- be focused- make a point
critical skill: learning to be storytellers, not marketers
good news!...
why it’s the same
great content…- tells a story- is authentic- invites a conversation
what it iswhy it’s different why it’s the same
Social media is campfire storytelling on an epic scale.
how you can use it
to make social media effective, you must be…
real: unvarnished; non-promotional
relevant: valuable
frequent: regular; reliable
focused: on topic; sharp; incisive; brief
engaging: invites conversation
responsive: listen
insightful: deliver something new; add to the conversation
how you can use it
creating great stories…
show your soul: brand consistency
first person: stories are told by people, not corporations
invite conversation: not marketing at them
go: research, inventory, write, reach out, invite
potential slipups
technology is not sociology: setup takes an hour; content takes a lifetime
lapse of posts or lack of follow up:
bad writing: study, learn, observe, critique, ask for help
promotional: it’s not a brochure
plagiarize: give credit
bash competition: praise them if you can
spam, Digg and Stumble: see “promotional”
marketing at: …instead of inviting conversation with
brand inconsistency: what you do reflects the company
tools
conversation prism: Brian Solis, et. al.
listen: - Social Mention- Tweet Meme- Google / Google Blog Search- Reddit- Delver- One Riot- Surchur- Twitter Search- Addictomatic- Topsy- Collecta- Twazzup- Who’s Talkin- Social Scout- Hubspot
questions
search engines
keywords
LinkedIn, Twitter, Plaxo, Facebook, YouTube
social media policy
getting started
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