Multichannel brand storytelling

Casey Hall

Journal of Brand Strategy, 2017, vol. 6, issue 3, 237-241

Abstract: This paper examines best practices for digital brand storytelling, particularly in the context of social media. It recommends the use of internal subject matter experts and guidelines for effectively leveraging them, specifically that all content should be valuable, credible and unique. The results of this subject matter-led brand storytelling for the author include a 277 per cent increase in online traffic within six months. The paper goes on to outline a specific process for implementing a social media employee advocacy programme to tell a brand’s story. Finally, it calls for a robust social listening and monitoring programme to track both internal and external discussion of your brand.

Keywords: social media; brand storytelling; subject matter experts; communications; social listening; employee advocacy; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:3:p:237-241

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