I have the opportunity to work with large companies in the implementation of their social media programs. Much of my most recent corporate work has been with Intel’s Ken Kaplan, who is the broadcast and new media manager for Intel’s Global Communications Group.
He and I have discussed lately how important storytelling is to Intel’s social media success. Being able to relate ideas and information through stories rather than just through the presentation of facts is what makes much of Intel’scommunication come alive. People’s passion for what they know and do gets illustrated through storytelling in Intel’s podcasts, videopodcasts and blogs.
Teaching executives how to storytell has been a well-used public relations tactic for many years, but I believe the ability to storytell is truly reaching a new level of importance given the prevalence of social media.
However, I am struck when I watch vblogs and listen to podcasts how many people today are not storytelling with social media. They don’t have a beginning, middle and end to their pieces, but instead often just list facts and thoughts, and don’t connect the information so that the viewer/listener etc. gets the point of the podcast, video blog, etc.
I suppose it comes down to media training for many of these individuals, or maybe others don’t feel as strongly as I do about this need for storytelling?