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Multichannel brand storytelling

Author

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  • Hall, Casey

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.

Suggested Citation

  • Hall, Casey, 2017. "Multichannel brand storytelling," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(3), pages 237-241, December.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:3:p:237-241
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    More about this item

    Keywords

    social media; brand storytelling; subject matter experts; communications; social listening; employee advocacy; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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