The social media story – beyond the tech

On revisiting the video interview from SES it strikes me that social search is a complex issue that goes beyond the technology.

It is much more than key words, phrases. Much more than Google +1; Bing and Facebook integration; or even trying to work around the new Panda algorithms. It is, as we frequently tell clients, about storytelling.

But there is a problem with storytelling. It is not a natural fit for companies. Brands are engineered to communicate via promotion and broadcast.

Storytelling needs companies to dig deeper into their brand values. Often weaving and creating a story that isn’t just centred on marketing and PR. For example a tech company might look for subject matter expertise amongst its engineers, or a retailer might look for insights and nuggets from its packing and delivery divisions.

Storytelling requires cross company integration, a clear understanding of audience behaviours and motivations (not just a summary of the chatter) and a common objective that you are in social media for the long haul.

Ultimately the effort is worth this investment: because stories told well will be shared. And social search is all about sharing.

© SES Conference and Expo. “PR, Search and Social media”.Video.

Latest Posts

As we step into spring 2024, the winds of change are blowing across the landscape of social media marketing. One trend, in particular, is making a bold resurgence from the archives of the 90s: heat-mapping. This nostalgic yet contemporary approach to design is transforming social media graphics into colourful canvases…
Read More
Keep up with the dynamic world of social media changes. Discover the latest updates and highlights right at your fingertips. YouTube launches new shopping tools and affiliate opportunities. YouTube introduces Shopping Collections provides creators with a novel method to assemble products from preferred brands, including…
Read More
There’s a myth that the number of followers you have is the ultimate measure of success. But hold on to your hashtags, because here’s the truth: obsessing over your follower count is like chasing fool’s gold. Let’s dive into why it’s time to stop counting followers and start counting what…
Read More