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Twitter Chat: The Art of Authentic Storytelling on Social Media - Transcript & Summary

Twitter Chat: The Art of Authentic Storytelling on Social Media - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 26th December 2017.

Madalyn Sklar hosted a Twitter Chat with Christoph Trappe around the topic of “The Art of Authentic Storytelling on Social Media”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Gina Schreck – CEO of SocialKNX & Keynote Speaker
Date & Time: Tuesday, 2nd January 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Christoph Trappe.

From the CEO Questions:

  1. What is ManageFlitter’s story? Is this something that customers are interested in?

Guest Questions:

  1. Let’s start with the basics. What is Authentic Storytelling?
  2. Is there a formula for crafting compelling and meaningful stories? If so, what is it?
  3. How do you ensure that stories are meaningful to your audience and not just public diary entries?
  4. Storytelling on social media often involves posting consecutively. How do marketers ensure their content remains ordered and easily digestible?
  5. How can you link storytelling to breaking news? Is this an effective strategy or not?
  6. What role does the human ego play in authentic storytelling?
  7. What tips and tricks do you have for promoting storytelling online? Which methods have the best impact?

From the CEO Questions:

Q for @Ke_Ga) What is ManageFlitter’s story? Is this something that customers are interested in? #SocialROI pic.twitter.com/XCt0wzvkqS
— ManageFlitter (@ManageFlitter) December 26, 2017

CEO Answers

A1. I think @ManageFlitter ‘s story itself is interesting. A product built in a small Sydney agency for internal use goes global and gets used by millions. #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

A2. However what I think is more interesting are the @ManageFlitter’s customers’ success stories. #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

A3. For example @evanpdunn notes how @ManageFlitter was a tool that allowed him to add significant value to his customers’ social efforts. Evan generously credits ManageFlitter with helping to launch his career. #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

A4. Another example is the author that I met in San Diego. She explained how she used @ManageFlitter to grow her following on Twitter. #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

A5. She put a call out one day that her book was complete and she was looking for a publisher. A couple of people who followed her were publishers and she had a book deal in no time! She credits ManageFlitter for this! #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

A6. We even know of a few people within Twitter that use ManageFlitter! #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

A7. So our customer success stories I think, are the most interesting stories to tell. #SocialRoi
— Kevin Garber (@Ke_Ga) December 26, 2017

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Guest Questions:

Q1: Let’s start with the basics. What is Authentic Storytelling? #SocialROI pic.twitter.com/iJkYRzVpCz
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

Authentic storytelling means a story happens, it’s relevant to your audience and you share it. #SocialROI
— Christoph Trappe (@CTrappe) December 26, 2017

We don’t make stories up, but share our organization’s stories to build connections. #SocialROI
— Christoph Trappe (@CTrappe) December 26, 2017

#custserv teams run into authentic stories often. They hear from customers. Those stories can be played back on other channels. #SocialROI
— Christoph Trappe (@CTrappe) December 26, 2017

Not all authentic stories are positive. Sometimes they can make us marketer’s cringe because they are not that perfectly spun piece. #SocialROI
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A1: authentic storytelling is all about emotion. Not only do you want to write with emotion but you want to stir emotion within your audience too. Storytelling humanizes your content and makes it relatable. #socialROI
— Maria Marchewka (@_MariaMarchewka) December 26, 2017

A1: Authentic Storytelling comes from the source and not borrowed content from other places. It’s YOUR story for YOUR audience! #SocialROI
— JMatt (@JMattMke) December 26, 2017

A1: I think it’s important in authentic storytelling that you don’t embellish or modify the story in an effort to make a point or sale. #socialROI
— Julie DenOuden (@jmdenouden) December 26, 2017

A1 It’s reletable to
a) yourself, your company,
b) your audience,
c) universal in some points, yet tells your story (you’ve experienced it) and you’d like to share it further #socialROI https://t.co/tpVh1YoPKb
— Zala Bricelj (@ZalkaB) December 26, 2017

A1: Authentic Storytelling is being true to oneself about who you are, what you do, what your customers/audience should expect, and what makes you stand out from the rest. #socialroi
— Youness Bermime (@YounessBermime) December 26, 2017

A1) Authentic Storytelling is a no-bullshit approach to sharing real, honest, relatable stories in the hope that your audience will relate to them. #SocialROI
— Kate Frappell (@katefrappell) December 26, 2017

A1. It’s the story that is uniquely yours. It’s more than just rambling on about our days though. It still needs to have value and purpose. #socialroi
— Mariana Norton Digital Strategy Consultant (@MarianaNNorton) December 26, 2017

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Q2: Is there a formula for crafting compelling and meaningful stories? If so, what is it? #SocialROI pic.twitter.com/Ky9JlCwuLo
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

Empower staff to share stories >Document them >Share them >Share results #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Every story does need:
Conflict
Authenticity
Resolution of some kind#socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Measure what works#socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Offer snackable content and longer meal content #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Another piece of the authentic #storytelling formula: Keep sharing your story. #nostopping It’s important to keep publishing. #socialroi
I see many start and stop.
But always be real.
— Christoph Trappe (@CTrappe) December 26, 2017

Mistakes = conflict
How you respond = resolution
Those make great stories.#socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A2: each story is different. However, it’s important to pinpoint the main message you’re trying to articulate. I put myself in the shoes of the consumer. Empathy should be your content writing compass. #socialROI
— Maria Marchewka (@_MariaMarchewka) December 26, 2017

A2. I honestly believe consistency in writing your story is the only formula to develop your voice #socialroi
— Cheval John (@chevd80) December 26, 2017

A2: An easy way to create a meaningful story is to make it relatable to your audience. They’ll feel connected to you through what you’re sharing. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A2.b: When considering your story (say on IG or Snapchat), think about how you can turn it into multiple ‘clips’ (2-6 is ideal).
You’re telling a story not a random blurb from your day. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A2 The best stories tie back to your mission and goals. The more subtle the better so you don’t seem to hit people over the head with messages. The best stories write themselves. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 26, 2017

A2 Know what you’d like to say, express, share. Draft the storyline & play with options of how your audience will / can understand it. Where are the cross-points of your narrative & context & audience understanding / reacting #socialROI https://t.co/kAocwgVt4I
— Zala Bricelj (@ZalkaB) December 26, 2017

A2) In primary school I was taught that every good story has 3 parts:

  1. Orientation
  2. Complication
  3. Resolution
    Still applies today as far as I can tell! #SocialROI
    — Kate Frappell (@katefrappell) December 26, 2017

A2 You need to build suspense by having a beginning, middle, and end.
Make your customer the hero.
Show them how you can solve a burning desire or tough problem#SocialROI pic.twitter.com/L0nYkNBuGS
— Nicholas Thickett (@NThickett) December 26, 2017

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Q3: How do you ensure that stories are meaningful to your audience and not just public diary entries? #SocialROI pic.twitter.com/kWi3mbkeFG
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

Know what your audience wants, but don’t overthink it! #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Know what their needs are. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Produce content that they might care about. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Not all stories are homeruns. Related: https://t.co/oSULnWtLfC #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Bottom line: Create content around a topic that you know something about and that you think there’s an audience for. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Stay on a publishing schedule. #socialroi More on how to do that: https://t.co/TmYUp685N6
— Christoph Trappe (@CTrappe) December 26, 2017

But @joetye once said when you share your stories it first has to be for you! I agree with that. #socialroi Then find your audience. That’s the right audience.
— Christoph Trappe (@CTrappe) December 26, 2017

Audience research is useful and I’m so happy my company has an entire Audience Team. But don’t slow down. If you have a good story that’s interesting, share it. NOW! #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A3 Step 1 in writing and speaking is know your audience. You should know their wants and needs and how you can fulfill them. Then you just need stories to illustrate your products and services. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 26, 2017

A3 You can’t fake authenticity, you gotta do the leg work. What does your audience care about? Where do your advocates exist and what will they champion? Allow them to drive it. #socialROI
— Carolina (@YoursTrulyCaro) December 26, 2017

A3 GREAT Question!
Always start with the end in mind. Tell the story with a purpose!
You can connect with your audience, teach them something new or get them interested in a service#SocialROI
— Nicholas Thickett (@NThickett) December 26, 2017

A3: Simply by making sure stories have a valuable point. If the audience won’t learn anything from a story except that “yeah, you’re great”, don’t publish it. #SocialROI
— Youness Bermime (@YounessBermime) December 26, 2017

A3. You need to be a good journalist in a sense of listening and asking the right questions and perceptive enough to let your facts and findings tell the story that everyone wants to know! #SocialRoi pic.twitter.com/UyWQPi3TeX
— Dr. Dorrie Cooper (@sittingpretty61) December 26, 2017

A3: you HAVE to put yourself in the shoes of the consumer. Understand what makes them tick. Their problems. Their topics of convo. Use all of that data and channel it into your stories. You have to write for them. NOT for you. #socialROI
— Maria Marchewka (@_MariaMarchewka) December 26, 2017

A3: Depends on the goals, but adding value to your audience – whether that’s solving a problem for them or showing the humanity behind your brand/service. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A3 ASK your audience what they need, what problems do they experience, what information or resources do they seek. #SocialROI
— TheHealstorian (@TheHealstorian) December 26, 2017

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Q4: Storytelling on social media often involves posting consecutively. How do marketers ensure their content remains ordered and easily digestible? #SocialROI pic.twitter.com/cXxuQ7aiQd
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

Get on a schedule. Publish at intervals. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Know the current best practices. #socialroi Adjust when they change.
— Christoph Trappe (@CTrappe) December 26, 2017

Use the right tools that can help you! #socialroi @Entmktr has a nice podcast with me discussing how to pick tools: https://t.co/gj4rPRSB4I
— Christoph Trappe (@CTrappe) December 26, 2017

People unfollow when your content is not relevant. Not when you post too much! Nobody says: “Please post less useful content.” #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

I like using personas but some are just too generic. or lame Oh, yea, I’m writing for an educated person who wants to spend money. Um ok. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A4 Stories might be posted piecemeal, but that’s not how you write them. For continuity, write one complete story — long if need be — then break it up into parts to publish. See: Dickens: A Christmas Carol. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 26, 2017

A4 Social media tends to be pay to play so engagement is a must for visibility. Make sure content can stand on its own, makes sense to those who know you and dont. Keep it simple and drive further engagement elsewhere. #calltoaction #socialROI
— Carolina (@YoursTrulyCaro) December 26, 2017

A4 Storyline is important. Always tie your story back to your core, values and purpose, that way it tells a unique, completed & ongoing story about your life, biz and everything in between #socialROI https://t.co/fM0NzwnxAF
— Zala Bricelj (@ZalkaB) December 26, 2017

A4: Have a general idea of where your story is going (plan ahead), the narrative may need to adapt to the setting (i.e. if you’re at an event). Make sure you have a conclusion no matter what. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A4: I like to manage the consumers’ expectations by picking a particular day to publish blogs for my clients. That way, they expect it, and know to look for it. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 26, 2017

A4 If you break a story up in “bite sized” pieces and then schedule it, the audience can follow along. #SocialRoi
— Lucille Fisher (@sageandsavvy) December 26, 2017

A4 I think the new function on Twitter will help with this. So much easier to make a thread now and it be published in order quickly. #socialroi
— Anna Scheller (@SchellerAnna) December 26, 2017

A4) I think you just need to get creative with the network features. For example:
– Twitter Threading
– Facebook Carousels
– Instagram Carousels
– Instagram Tiling
– Photo Albums + Captions#SocialROI
— Kate Frappell (@katefrappell) December 26, 2017

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Q5: How can you link storytelling to breaking news? Is this an effective strategy or not? #SocialROI pic.twitter.com/gv3yBKX48A
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

Breaking news is good to hop on when you have something unique to say.
Don’t just push a product.#socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Some breaking news – like the horrible stuff – most brands should probably stay away from.#socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Speed of publishing is important. You need to get that content through approvals quickly. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Be controversial when it’s time to stand up for what is right! #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Adding valuable expertise to breaking news can also get you earned media coverage. #socialroi Be ready to go on TV! 🙂
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A5: I would say it’s a case-by-case basis depending on the tone of the breaking news. I think storytelling is more appropriate for after-the-fact. In the moment, ppl want straight facts. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 26, 2017

A5 Be careful with tying storytelling to breaking news. Breaking implies you don’t know all the details yet. Jumping in with your story might backfire. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 26, 2017

A5: If the breaking news is relevant to your brand and isn’t overly sensitive/political, I would say it’s okay to join in the conversation. But joining because of FOMO and no other reason is typically in bad taste. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A5 I love those storytellers that know the perfect balance of incorporating latest trends, news and developments in what they’re doing, working on, writing about. It gives the content a totally different “depth” #socialROI https://t.co/0cMZgIzOJv
— Zala Bricelj (@ZalkaB) December 26, 2017

A5 its a fine line depending on the breaking news. You don’t want to newsjack or make it about you (generally) not do you want to get in way of needed info #SocialROI
— LUCYrk (@LUCYrk78) December 26, 2017

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Q6: What role does the human ego play in authentic storytelling? #SocialROI pic.twitter.com/mBzRR0AT2J
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

It’s always about me. #socialroi End of answers to this one. 🙂 https://t.co/IFzAifOijd
— Christoph Trappe (@CTrappe) December 26, 2017

It’s always about the reader OR at least it should be. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Also sharing other people’s stories. That’s why people clip out articles in the newspapers about them – well, the good ones. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

I only agreed to participate in #socialroi because of my ego. LOL. pic.twitter.com/A9m3AEJkq6
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A6 Don’t let your ego get in the way of telling a story. The story is about the subject, which most likely is not you. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 26, 2017

A6. I think the human will need to drop their ego if they want to make sure their storytelling is effective #socialroi
— Cheval John (@chevd80) December 26, 2017

A6 Like the song, “Let it Go”
Be your authentic self. It is much more interesting. #socialroi
— Lucille Fisher (@sageandsavvy) December 26, 2017

A6: it’s not about you and what you think. You need to flex your empathy muscle when writing. Before you write, check your ego at door. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 26, 2017

A6: The human ego adds personality to the authentic storytelling.
You need to make sure that ‘ego’ aligns with your brand’s voice though. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A6 It’s a “reminder” and guidance of knowing when to shut up, keep quiet and when to speak (and what to say). And remembering your stories are part of you, but focused on them & how they add value to others, not just your “bottom line”. #socialROI https://t.co/T1rF81REwo
— Zala Bricelj (@ZalkaB) December 26, 2017

A6) Stories that are natural, authentic, and told with passion will always be a hit with an audience who can find relevance. #SocialROI #beYourself https://t.co/xGJGLxBfgx
— Gary Ennis (@nsdesign) December 26, 2017

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Q7: What tips and tricks do you have for promoting storytelling online? Which methods have the best impact? #SocialROI pic.twitter.com/49x1UmMEa7
— ManageFlitter (@ManageFlitter) December 26, 2017

Guest Answers

#emailmarketing #blogging #socialmedia
Even offline https://t.co/iElWwlmcfJ
— Christoph Trappe (@CTrappe) December 26, 2017

Share your content far and wide. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Maybe do some retargeting or other paid promotions. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Use the right and best tools. They don’t have to cost a gazillion dollars. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

On #socialmedia advertising is probably a must anymore.
Heck, even Amazon runs ads! #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Brands that create FOMO are the best. I wonder what they said today…
Nothing yet? Wonder when they will say something. #socialroi
— Christoph Trappe (@CTrappe) December 26, 2017

Other Answers

A7 Use whatever platforms your audience uses to promote stories. That includes email, which might give you your most personal attention. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 26, 2017

A7: Because of what Instagram and Snapchat have done with their platforms, I often attach “storytelling” to the Stories feature. But we can’t overlook telling stories in the form of a blog or article on our website and promoting them on social. #SocialROI
— JMatt (@JMattMke) December 26, 2017

A7. Share your behind the scenes of what you do in your business #socialroi
— Cheval John (@chevd80) December 26, 2017

A7 Social Listening can be a great way to make your storytelling relatable – use that. When sb inspires you, mention them in the right context. And as always, consistency wins. #socialROI https://t.co/k5SNteqMwK
— Zala Bricelj (@ZalkaB) December 26, 2017

A7) A great story is usually based on the truth, the whole truth, and nothing but the truth… with a little bit of creative licence thrown in on top #SocialROI https://t.co/VLe5c4S4OP
— Gary Ennis (@nsdesign) December 26, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 2nd January 2018, 5.00pm EST.

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