Better stories for social media branding

Francisco J. Conejo
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Francisco J. Conejo: University of Colorado Denver, USA

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 3, 228-240

Abstract: As frequently touted in books, articles and presentations, storytelling plays a vital role in social media branding. However, perusal of what is done in the field reveals that social media storytelling remains lacking. This paper revisits literary theory, without getting too technical, to briefly address some storytelling fundamentals. It covers key elements such as themes, settings, characters and plots. It also discusses ancillary considerations such as story openings and endings, length, temporal linearity, episodes, sub-plots, rhythm and syncopation, tension, authenticity and transmedia distribution. In doing so, the paper provides broad guidelines as to how practitioners might improve their social media storytelling, and thereby, their branding.

Keywords: digital; internet; social media; marketing; brand; story (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:3:p:228-240

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