For many of us, the holidays bring more than decorations, parties and presents - they bring stories – everything from the classics like: The Christmas Story, and The Grinch Who Stole Christmas to the stories our families pass down through the years. About this time every year, my niece and nephews start asking us to tell them stories about holiday traditions and their parents, grandparents and others when they were their age. And the stories that are replayed or continue to be passed down from generation to generation are usually the ones that are told in a way that is compelling and entertaining. It’s not just the story, or the ‘what’, it’s the way in which that story is told, the ‘how’ that makes it memorable and interesting.
As the year closes out many communicators find themselves planning engagement and even conversation strategies for the new year. This season is a great time to reflect on your brand story or the story you want to tell. The ‘what’ or the content is just as important as the ‘how’ or the way in which the story is told. Does your story resonate with the audience you are trying to reach? Is it more than a laundry list of features and benefits? Is your story or message easy to tell both online and offline?
In the digital world, a good story is not enough anymore to bring engagement and the plethora of likes we all desire; the ‘how’ a story is unveiled and the details are what breed engagement. So as you begin to think about your communication plans for 2011:
1. Stop and consider all the mediums that are available to you and use them to build wider reach.
2. Engage your advocates and invite them to participate in your programs - embrace their content.
3. Remind and invite your audience to spread your message both online and offline.
4. Participate in discussions about your brand generated by the community - not just the conversations you start.
So, whether you are planning for 2011, the next quarter or the next month, take a minute to reflect on your engagement strategies. Are you telling a story that is worth telling?
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