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Better stories for social media branding

Author

Listed:
  • Conejo, Francisco J.

    (University of Colorado Denver, USA)

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.

Suggested Citation

  • Conejo, Francisco J., 2018. "Better stories for social media branding," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(3), pages 228-240, October.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:3:p:228-240
    as

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    More about this item

    Keywords

    digital; internet; social media; marketing; brand; story;
    All these keywords.

    JEL classification:

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

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