Goldie Hawn explains how she picks acting roles - by choosing characters who evolve from A to B to C in a natural way - not foreced. A role which has its own arc in which she can portray the story for the audience, within the structure of the film.
Social media is like that too....when people build large audiences, it is I believe because of the following
- They have a direction, an arc which the reader can follow and help shape through comments.
- They are not one off articles but reflect the growth in thinking, when you subscribe you watch the brand story unfold.
- They are true to their brand character. They know their values, they know what they stand for and consistently reflect them in their writing.
- They express views but leave those slight gaps for the audience to fill in with their personal reflections. The content provides a brand framework with the reader allowed to add their own colour.
- The social media activity is a story within a story. It needs its own uniqueness but within the full story of the company.
It is often easier to think of today's story, or a story for a blog post....but do you approach it in a way that takes the reader on an evolving story over time and one which tells enough to express the brand but not too much to prevent the reader adding their own reflections on reading it.