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Multichannel brand storytelling

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This paper examines best practices for digital brand storytelling, particularly in the context of social media. It recommends the use of internal subject matter experts and guidelines for effectively leveraging them, specifically that all content should be valuable, credible and unique. The results of this subject matter-led brand storytelling for the author include a 277 per cent increase in online traffic within six months. The paper goes on to outline a specific process for implementing a social media employee advocacy programme to tell a brand’s story. Finally, it calls for a robust social listening and monitoring programme to track both internal and external discussion of your brand.
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Keywords: brand storytelling; communications; digital marketing; employee advocacy; social listening; social media; subject matter experts

Document Type: Research Article

Publication date: December 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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