The Art of (Social) Storytelling

Dig into EB’s new-for-2019 column for a fresh take for your social media via building a compelling narrative

hello, lovely ECPs. It’s 2019 and my goal is to help you take your social media to the next level. To do this we are going to perform an audit of your social media account.

This may be painful. This may even hurt your hamstrings, but in the end, I’ll get your social media account into moneymaking shape. Because, resolutions.

Start Storytelling

Storytelling is the art of giving shape and meaning to a piece of information that is otherwise dull. And boring. Are eye exams boring? Are glasses boring? >>>

Find this Story to post on your social media Story in our downloads folder (see link below).

Photos: @Rothys on Instagram

Learn by social media example

Sure, we are ECPs. But we are also consumers. Why are we loyal to certain brands?

My first example is a shoe company. Shoes are rather dull. You put them on your feet and they get you from point A to point B. But what if you’re selling more than just shoes?

Each time you look at a social media account, ask yourself these four foundational questions to storytelling: What do you see? What do you feel? What are they selling? Would you buy it? Below, I have asked + answered.

  1. What do you see?
    This is where the storytelling begins. Sure, I see shoes. But I also see bright photos. Clear photos. Environmentalism. Back-to-school. Working. Friendship. Each photo delivers a chapter in the overall story.
  2. What do you feel?
    Feelings that come to mind are comfort, fun, responsibility, togetherness. These are the brand values of the company. Once your customers connect with your brand values, they become loyal.
  3. What are they selling?
    They are selling more than shoes. They are selling the working woman, clean living, empowerment, and friendship. This is a story I want to be a part of.
  4. Would you buy it?
    This answer is important. It is an emotive answer. In this case, because I identify with the storytelling, my answer is yes. And, BTW, I own four pairs. ;)

>>> Compared with diamond rings and vodka, they are snoozers. So how do we take a possibly boring product and make it a moneymaker on social media? I tell you this: It’s storytelling.

Photos: @OaklandVisionCenter on Instagram

Audit your social media account

Have you ever heard the phrase “no pain, no gain?” Well, here it is.

At your next staff meeting, perform an audit with my four questions—I’ve provided downloadable worksheets at the link (bottom of page) to facilitate the audit. The goal is to expose areas that are working well and areas that need improvement.

Yes, you’ve got this. Tanya N. Gill, O.D.


We’ve put all the post images and worksheets on the EB website for you to download and use for free!