For Success In Social Media, Conversation Is Not Enough—You Need Narrative

Cognitive anthropologist Bob Deutsch argues that brands seeking connections with people should be looking to enter their self-narratives, not their conversations.  Read an excerpt from this article, which first appeared in Fast Company.

Let’s begin with a couple of “So What?” questions: A brand has 20 million Facebook likes. So what? A brand’s tweet “breaks the Internet.” So what? What’s achieved, other than an honorable mention at Cannes?

A paradigm shift is needed: from conversation to narrative.

Yes, what technology has wrought is truly amazing. With one big huff and a puff, time and space have been blown away. And in a couple of gasps, marketing has gone from the need to consider person-as-viewer, to person-as-participant, to person-as-content-creator, to person as channel.

But one last transformation is still needed for marketing success. Marketers need to evolve from considering products as brands to considering “person-as-brand.” Nowadays every person wants to be its own brand—to perform, and to be liked, looked at, followed, and bought into….Go to Fast Company to real full article.