Social media starts with stories, and stories are a critical part of the customer experience. It doesn’t matter if you’re talking to mavens, socialites, or homebodies — you are still telling a story. Your story will tap into communities, some stronger than others, and those communities will spread your story if you tell it in the correct context. Successful social media brands and people are not pushing a message, they’re sharing a story.

Take for instance, General Electric’s presence on Vine. GE’s customers aren’t on Vine, but that doesn’t stop them from creating viral stories that support their brand. On Sept. 9, the company started a meme around #gravityday. The premise was that an apple would drop from above, the user would interact with it, then drop the apple below off screen. When these Vines were displayed in succession, the apple was seemingly falling through a series of Vines, each one telling its own story with the apple, but as a part of the greater #gravityday story. Continue reading “How GE Used Stories in Social Media” »