As it happens, even before ‘storytelling’ became the word of the day, we told stories. Girl meets boy at party: “Hi, my name is Jane”, says the girl. “Hi, I’m Paul”, the boy replies. A simple interaction, a common interaction, the beginning of a story.
The difference with stories today is the expectation of what’s considered ‘engagement’. A Facebook ‘like’ or Twitter ‘re-tweet’ is a metric that we use to gauge the success of a piece of content. The more ‘likes’ the better the engagement. Is this an accurate measure of how we’ve engaged with the story?
Information overload and digital communication fatigue has left very little room for how we feel about the content we interact with. Jay Geneske, The Rockefeller Foundation’s Director of Digital wrote, ‘While there have never been more ways to reach audiences, it has also never been more difficult to really reach them’.
Now more than ever, your audience is yearning to feel, to immerse themselves in great content and to engage with your organization. The real question is how can you deliver what your audience needs? Communicating your organization’s impact through the use of great stories is the first step in the right direction. Everyone has a story to tell, now it’s your turn.
As Stephen Spielberg once said, “The most amazing thing for me is that every single person who sees a movie, not necessarily one of my movies, brings a whole set of unique experiences. Now, through careful manipulation and good storytelling, you can get everybody to clap at the same time, to hopefully laugh at the same time, and to be afraid at the same time.”