People are drawn to stories. They help us define who we are and where we came from. In fact, ever since people could communicate they were telling each other stories. The modern world is no different. Millions flood to movie theaters or sit in on their couches to watch their favorite movie or TV show, to be told a good story. Stories aren’t just limited to the entertainment industry, however. Despite the fact that businesses are in large part carried on the backs of number crunchers, it’s impossible to deny the importance of the story.
One of the most significant contributions of social media in today’s world is that it has provided a new venue for storytelling. Facebook recognized this, hence the change from “wall” to “timeline”. As individuals we get to tell our life stories on Facebook. Companies can do the same thing.
Every company has a story
Your company has an origin story that makes it unique. Conveying that to your audience can help them understand the purpose and goals of your company. It sets you apart from all the competitors. For example, did you start the company because you were tired of bad products in the industry? Were you trying to fill a need you noticed? Why was that need important to you? With each Facebook post you can tell a piece of you company’s story. For example, the company IBM frequently posts historical photos from significant moments in the country’s past. This helps viewer understand how their company has helped shape the larger narrative of United States history.
Of course Facebook doesn’t actually read like a book. If it did, no one would use it. An important part of any story is painting a vivid image in the listener or readers mind. With social media you can simply use images. Pictures can be powerful storytellers. Posts without great images can be lost in people’s newsfeeds, while a good image draws the user in. Whether it’s a picture of your company’s founder in his or her early days or a recent even the company attended, pictures can resonate in the viewer’s mind.
Timeline posts aren’t the only things you can do to tell your story. Choose cover and profile pictures that reflect the purpose and identity of your company. Clean up your About page. This is a place where you can provide basic information about the company as well as a small bio. Contact Info as well as Life Events will also appear in this section.
By using each element of your company’s Facebook page as a way to tell your story people will feel a sense of cohesion when they visit your page. Instead of a random list of facts or links to articles, viewers will leave with a better understanding of not only what your company does but why they do it. If you tell your story well, they will also begin to understand the role your company can play in their own lives.