If you’re friends with me on Facebook, you know that I often post one word status updates. I started doing this last year out of complete boredom. As luck would have it, something very interesting happened. I got more conversations and replies to my one word posts than many of my more descriptive updates. I began to force myself to think in only short, abbreviated updates. And so, for a period of about six months, I would only post a single word.
I’ve written previously about what you can learn by stripping things down to the bare minimum. So, as my business partner @deziner often asks, what are the learnings from this particular instance?
Whether it’s a status update or a tweet, you are essentially telling a micro-story. When you edit it all the way down to one word, it invites everyone to imagine and create the rest of the story. They must fill in the blanks. So, when I posted “Wings,” John Sprecher scribed “Buffalo or Paul McCartney and…?”
At it’s heart, this is what social media is all about—shared storytelling. A user shares an experience that friends and followers then participate in based on their own experience.
From a brand perspective, this is one of the most overlooked, misunderstood, and underutilized aspects of social media. Shared storytelling has been going on since humans gathered around a fire. Stories are retold (The Odyssey), re-imagined (Romeo & Juliet becomes West Side Story) and repurposed (Petroglyphs as done by Paul Klee).
I often wonder why so many in marketing still cling to the hope that they alone should control the story. The only reason I can see is if your brand story never held any truth in the first place.