MAD Perspectives Blog

Social Media Storytelling 201

Peggy Dau - Thursday, January 05, 2012

Every company has a story to tell.  There is the story about its creation and growth.  There are stories about its products and solutions.  There are insights about its impact on society, markets and individuals.  These stories are told through a wide variety of communication platforms. Social Media 101 would recommend defining a plan aligned with your strategy, then using the most popular social media platforms (e.g. Twitter, Facebook, LinkedIn, YouTube, blogging) to fulfill that plan. As we enter 2012, lets look at some additional tools that will expand the audience for your business stories!

1. Slideshare - As the name indicates, share your presentations.  Not only can companies post presentations and whitepapers, they can create audio to complement the information in the presentations. Slideshare is great outlet for establishing your position in the market, sharing insights in a visual manner, promoting new products, providing "how to" content, and more.  Tell stories through graphics, pictures and key highlights.

2. LinkedIn Groups - Every LinkedIn pundit promotes the benefits of a good profile, increasing connections and gathering recommendations. They also encourage involvement in groups, yet many of the individuals that I talk to don't realize the value of groups. There is a group for just about any industry, technology, profession or interest.  Your company can create groups specific to product categories or market needs. It provides an alternative channel to promote your company's value. Groups allow members to ask and answer questions between themselves or the group moderator. Stories evolve through these interactions.

3. HootSuite or TweetDeck - Simplify your monitoring and posting of social commentary. Each platform allows users to establish multiple accounts (i.e., on behalf of clients), receive notifications, schedule updates and view multiple columns of content on a single screen. These tools provide a single destination for managing your posts on platforms such as Twitter, Facebook, Google+, LinkedIn, Foursquare, WordPress, Ping and others. They provide you with instant access to content to keep your story relevant.

4.  Apps - 2011 saw the rise of the app as a means of sharing content on mobile devices.  Given the restrictions of these devices, apps streamline user access and interaction. Without apps, smartphones and tablets would not be enjoying such high levels of success. The challenge for B2B companies is identifying and developing apps to address employee and customer needs. Apple launched its B2B App Store in late 2011, acknowledging the unique needs of this market segment.  Apps simplify how employees or customers can engage with your company while on the go.  Some broad ideas for relevant apps could be customer service FAQs, order management, product highlights and demos, need feeds incorporating corporate, industry and social content.  Apps help you interact in a new way and share your targeted elements of your story.

Coordinating cross channel communication efforts will be the 2012 challenge for sales, marketing and customer support. Creating and adapting content for use across multiple platforms takes time and talent. Companies will face resource challenges to manage content development and distribution. In parallel, social platforms continue to emerge and there are several technologies that all marketing strategists should be addressing. They include the use of mobile devices (e.g., smartphones, tablets), adoption of monitoring and analytics platforms and the importance of location based services.  

Be aware of how any platform can benefit your company's goals as well as increasing awareness and interaction. Use the same methodology you've been using to align and integrate your communications strategy. Define your audiences, the content they need and the best communication channels. Take your strategy to the next level -  testing and analyzing platforms relevant for your business and your customers.

What's your perspective?


Recent Posts


social media marketing inspriation conversation video marketing telepresence EGC Collective Intellect identity DAM employees Quantum solutions social media SocialText influence B2B marketing medium social data Pinterest transparency apps resources CMO Whisky live streaming SocialCast strategy value content marketing BT Conferencing communication message authenticity LinkedIn trust TNT zeebox Nigel Fenwick Sysomos New York Times second screen Kit Digital cloud computing TV monetize broadcast, IBC, digital media, NetBase employee generated content business plan news gathering connected awareness case study ABC Apple leadership interaction disclaimers Netflix web 2.0 Chyron Buddy Media Skype social media monitoring honesty privacy Social TV cross channel Virage MediaBin Altimeter productivity Aspera stimulate firewall HP Autonomy discovery truth user generated content TBS awareness mobile content delivery enterprise relationships Peggy Dau sales organizations NASCAR broadcast personality slideshare Taylor O'Brien align executive support Aereo TV Viacom viggle revenue Tellybug Web Strategy NBA policy consulting cloud social intelligence MAD perspectives MarketingProfs openness Boston community social media plan brand New Technologies social media, firewall, social computing, employees, connect human Kontangent alignment collaborate connected TV language endorsements networking recommendations CIO YouTube workflow Oracle customer webinar webcasts video conferencing ConnecTV voice of customer network management Buddy TV company culture HDS network audience MagicRuby NAB business model Mark Brodie Fan Media Engagement Center empower media Vitrue Jeremiah Owyang lead generation connect, collaborate, communicate, digital media, consulting, social media marketing Enterprise 2.0 governance communicate video Miso data MIB MediaWorks brand strategy creative social networking Comcast authenticity, transparency, conversation, truth, honesty backchannel control Gartner NewsGator HP tweetdeck listen MassRelevance Mad Bear Productions Facebook lessons passion Radian6 context social computing Twitter Video Box Score planning culture corporate identity Fiesta social media index adapt benefits business development Utterli Compuware marshall mcluhan trackur innovate dog Microsoft content management BuddyTV online video platform search RSG Media business goals Citrix, trust IntoNow microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, monitor Attensity360 net neutrality North Plains IBC Kontiki Ford Fiesta real-time convergence social Createasphere Harris digital marketing microblogging Adobe Verizon Time Warner Cable engagement customer service digital media program guide analytics technology convesation, interaction, social media, rich media, video, Evolve24 Dijit blog tablet holidays TV Guide B2B rich media TVPlus expectations advertising EMC CDN business intelligence Vizrt snow Echo streaming media GetGlue printing big data market awareness Ford content Gizmodo UGC Cotendo Forrester customer support FCC hootsuite OTT Harmonic social identity Visible Technologies planning, analysis Yammer CSP SEC storytelling Nielsen ROI connect out-of-home streaming ePrint Center Intel connectivity Forbidden Technologies Mad Bear Produionsct digital asset management