Social media is not about “creating a narrative” and “delivering interesting stories to your audience.” And branding is not telling people what you stand for.
I take it back. Of course, both those are the case. But they’re far, far from the whole story. As marketers, we’ve always been able to create narratives, deliver interesting stories, and tell people what we stand for.
What social media does is let people tell us if we’re right. The best thing you can do with social media is not push, and not engage. It’s listen.
That doesn’t mean you don’t talk, that you don’t share content. Content is vital. Good content. But use that content as a starting point. How do people respond to it? How do they respond to you? And when do they initiate contact?
Your audience will tell you what your brand is. They’re the ones who see what you put out there, not what you think you put out there. They’ll tell you what that means. Listen to them.