Share these talks and lectures with your colleagues
Invite colleaguesCase study
Social storytelling in a post-pandemic world: Four content pillars to build relevant authenticity with today’s social consumer
Journal of Digital & Social Media Marketing,
9
(4),
290-297
(2022)
Abstract
This article examines the recent shift in consumer expectations vis-à-vis brands in the social media space, with a focus on how brand authenticity influences brand loyalty and purchasing decisions. Having discussed the application of Walter Fisher’s narrative paradigm to social media storytelling, the article uses a case study of Dairy Farmers of America — the country’s largest dairy cooperative — to define the four content pillars brands can use to increase their authenticity and humanise their brands through social media.
Keywords: social storytelling; content strategy; brand engagement; authentic marketing; post-pandemic social media
The full article is available to subscribers to the journal.
Author's Biography
Valerie Morrow leads social media on behalf of Dairy Farmers of America, Inc., the country’s largest dairy cooperative. She holds a master of arts in mass communication from the University of Central Missouri. Leveraging both agency and brand experience, she is passionate about helping organisations marry the art of storytelling and the science of data-driven inbound marketing to cut through the noisy digital landscape and cultivate authentic, engaged social communities to create brand advocates.
