STORY IS IMPORTANT…
Remember the power of storytelling, and use it in your communications. People can’t resist a good story. It’s an emotional connection bridge that is built into our human DNA. Social enhances it by allowing more followers/consumers to share more stories about more of the products they see, buy and use.
Another thing to remember about stories is that people are already having conversation about you and your brand, and you can’t necessarily control that. Companies who try to stem the tide of a bad story by trying to control the message find this out the hard way.
However, you can INFLUENCE the kind of stories that are told about you by being involved in the conversation, transparent in your use of social media, and responsive to the needs of your customers, both online and offline.