Connections are vital for humans. In fact, according to the article, Why We Are Wired to Connect,
Across many studies of mammals, from the smallest rodents all the way to us humans, the data suggests that we are profoundly shaped by our social environment and that we suffer greatly when our social bonds are threatened or severed (Cook, 2013).
But, what does that have to do with this blog series on social media and business growth? Well, everything. When you really think about it, when you’re online, you are connecting with others. Whether the connection is between friends, family, coworkers, or new individuals with similar interests as you, there is a connection being formed or further developed. One of the biggest ways of building those connections is through storytelling.
Social media and storytelling
Building connections is usually done by relating to, spending time with, or experiencing moments. One way we have all learned to connect is by sharing stories. The study, Speaker–listener neural coupling underlies successful communication states, “that during successful communication, speakers’ and listeners’ brains exhibit joint, temporally coupled, response patterns” (Stephens, et. al., 2010). This is essentially explaining that there is a connection between the brains or minds of the storyteller and the listener.
Stories, Connections, and Business
Back to the first question, what does any of this have to do with social media and business growth? Simply put, the use of social media can help you share stories of your own and of those affected by your products or services in order to boost the connection between you and your consumer base.
How can this happen?
Have you ever seen companies using customer reviews or testimonials to back their product or service? Not only does this build social proof, but for the most part, the customer is expressing their previous problem or experience and how the company helped them. Similar to short stories, the struggles that others can relate to act as the antagonist of the story while the product or service from the company act as the protagonist aiding in them reaching their goals.
Are customer stories required for this to work?
In no way are customer stories required for a business to connect through stories. While it is a great option, you can use your own experiences as the story to connect with consumers. For instance, if you are reading this and are starting your own business, you might have an idea that you’re passionate about. Somewhere in life, there was a moment that made you want to create what you are selling. That can potentially become your story, and as you share your story, there will be others who can relate.
Connections and conversions
You might be thinking, just because people relate, it doesn’t mean they will convert. That is a very real possibility, but let’s go back to our discussion on connections and storytelling. Stories have the power to evoke emotions furthermore,
Studies show that emotionally charged events create powerful memories in people’s minds. In turn, these memories motivate us into taking action. Strong emotions in advertising may drive us to make an expensive purchase or donate money to a cause (Frenay, 2016).
With that being said, when you utilize stories, you have the power to build connections with your consumers. If the story is delivered strategically, not only will it connect the storyteller and the listener, but it will also have an impact on the perception of the company and potentially on the final decision made.
5 Storytelling tactics for social media
- Use your truth, experiences, and beliefs to connect with your audience. Connections are made when authenticity is present.
- Use the technology. Stories, feed posts, videos, and blogs all have the power to share a story online. Keep a consistent tone in the copy and a branded feel for the imagery to build your recognizability.
- Share others’ stories. If others have an experience they want to share with your company, then be sure to share that with others. Do this even if the connection is with the community you are building and not you directly because there is always potential for someone to relate.
- Be the hero. You want to position your product or service as a way to solve a problem or to enhance what others may not even know could be enhanced. Either way, you are in the story to help.
- Use emotions. It might seem logical that emotions help enhance a story, but occasionally, there are companies that stick to the facts. This is great, but emotions have more of an impact on building deeper relationships between the company and its customers.
References
Cook, G. (2013). Why We Are Wired to Connect. Scientific American. Retrieved from, https://www.scientificamerican.com/article/why-we-are-wired-to-connect/
Frenay, D. (2016). The Importance of Emotions in Advertising. Emolytics. Retrieved from, https://blog.emolytics.com/trends/importance-of-emotions-in-advertising/#:~:text=Studies%20show%20that%20emotionally%20charged,donate%20money%20to%20a%20cause.
Stephens, G. J., Silbert, L. J. & Hasson, U. (2010). Speaker–listener neural coupling underlies successful communication stated. Proceedings of the National Academy of Sciences of the United States of America. Retrieved from, https://www.pnas.org/content/107/32/14425#abstract-1