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Better stories for social media branding
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.
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Francisco J. Conejo is Senior Marketing Instructor/Researcher at the University of Colorado—Denver. His research intersects branding, psychology and entrepreneurship, having been published in outlets such as the Journal of Brand Management, Journal of Macromarketing, Journal of Digital and Social Media Marketing, Journal of Place Branding and Public Diplomacy, Services Marketing Quarterly, Entrepreneurship Research Journal, Journal of Sport and Tourism and the International Journal of Business and Management. Before entering into academia, Dr Conejo worked extensively in industry, marketing consumer goods and services across a variety of categories. He is an experienced ethnic marketer, having serviced Hispanic and African-American consumer markets. He is also an accomplished international marketer, having helped take leading American brands around the world.