Harnessing editorial storytelling for social media marketing: The ‘secret’ to success in the new digital world has deep roots in old media

Kirstin Benson
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Kirstin Benson: Global Entertainment, USA

Journal of Brand Strategy, 2022, vol. 10, issue 4, 298-310

Abstract: The very same strategies that newsrooms and primary schools have used to tell stories can help brands tell stories, too — and engage with the audiences with whom they are seeking to do business with. The ‘secret’ lies in a series of six questions — why, who, what, where, when and how — that can help you thoughtfully map out your social media marketing. Answer those with intention and in alignment with your brand purpose, and you will not be so concerned with demands to ‘go viral’ or with suggestions to ‘be everywhere’. Instead, you will create content and content strategies with community in mind.

Keywords: social media; marketing; digital marketing; storytelling; brand purpose; TikTok; Instagram; Twitter; YouTube (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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