Social media is about creating engagement. One way a consumer can become engaged is by telling a compelling story. And then it is not just about the content; it is about how you tell it, and how you leverage the content. Here is a concise checklist of 10 key elements to help you tell your story so you can build and thrive on engagement.

1. Real people, real stories. Write about experiences of real people by focusing on the element of change. Think about a before and after scenario, so you can show your readers what has been overcome or what has changed. Try to be original with the language. Real quotes are compelling and successful in generating “shares” on social networks.
2. Think about your audience. Target your story to the audience and focus on a segment versus writing for everyone. Solicit comments by posting questions and collect the feedback to share with your team.
3. Train your storytellers. The feedback you receive should be the guiding point for your storytellers. Train them on what to say to the media, how to respond to your consumers, and most of all, how to continue the conversation.
4. Customize for your social channels. After you have written your story, think about how you can customize it for your different channels. You can take quotes and lessons learned and turn them into headlines. These headlines can be tweeted, shared on Facebook, published on LinkedIn, and can even be your subject lines in email campaigns.
5. Short is good. A shorter story will keep your consumer engaged but you don’t have to end the story there; try continuing the “rest of the story” on another page.
6. Make it “multi-media visual.” Use words, pictures, sound, and video to enhance your storytelling. You will not only captivate the consumer, but will be able to leverage “searchability” on other channels.
7. Test out your story. Tell it to your team and solicit their feedback. After you have made adjustments, start the discussion on a social network with your “insiders.”
8. Include numbers if possible. An article that shows statistics or results is intriguing for a consumer.
9. Leverage your traditional channels. You can extend the “shelf-life” of a printed story by continuing the conversation on social media. Borrow and enhance material from your other channels. Consider taking some of your top (previously published) articles and converting them into multi-media social stories.
10. Don’t just ask for permission. When you publish a quote, think about giving consumers an opportunity to share their testimonial on their own social networks.

Keep them engaged! Until next time…

Article sponsored by Adobe - via: Clickz Marketing Blog

 1.  Case 0176/11 – Poster - Queensland Association for Health Communities -  The ad portrays two men hugging and says “Rip & Roll” with a picture of a condom on it. Dismissed. Number of complaints - 222

See: http://www.qahc.org.au/rnr

2.  Case0267/11 – TV - Energy Watch – Featured an Indian person doorknocking to sell the best deals for energy. Upheld - Modified or discontinued .  Number of complaints – 75

3.  Case   0192/11 – Billboard -  MyPeace - Jesus - A prophet of Islam with a phone number for people to call to receive a free Koran. Dismissed.  Number of complaints – 58

4.  Case   0177/11 – Billboard - Queensland Association for Health Communities – Rip Roll - The ad portrays two men with one kissing the other’s neck. The billboard says it is a HEALTHY COMMUNITIES and a SAFE SEX message. Dismissed. Number of complaints – 53

5.  Case   0042/11– TV - Essential Beauty Franchising - The advertisement shows a book with the first letters of words swapped around to tell the story of a woman requiring hair removal from personal areas.  Dismissed. Number of complaints – 44

6.  Case  0151/11- Poster -   General Pants Group – Photo of a topless woman. Her nipples taped with black tape and male hands unzipping her pants. In the background there are giant words advertising ‘Sex’ and tiny print saying ‘fashion’.  Upheld - Modified or discontinued. Number of complaints – 37

7.  Case -  0481/10 – TV - FOXTEL Management Pty Ltd  - A family is shown setting up Christmas lights on their house. When the lights go on they spell out the word FOXMAS.  Upheld - Modified or discontinued. Number of complaints  -28

8.  Case - 0183/11  TV - Supre Pty Ltd - Woman wearing product Jeggings wiggles around and shows off the Jeggings – Dismissed. Deemed not to objectify women. Number of complaints - 27

9.  Case 0226/11 - Billboard - The Tool Shop –Three provocatively dressed women stand near the words “how about all three?”  Upheld - Modified or Discontinued.  Number of complaints – 25

Equal 10th:
-  Case 0011/11 – TV - Optus Communications - The ad features two crocodiles ‘playing’ tennis. They are using a Sugar Glider as the ‘ball’. Dismissed. Number of complaints - 24. LOL

-  Case 0214/11 – TV - Santos Ltd - Ad shows a farmer on his tractor in beautiful countryside advocating coal seam gas and the advertiser, Santos, is looking after our future. Dismissed. Number of complaints – 24