No matter who you are or what kind of company or organization you work for, your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase.
I hate how many people think “glass half-empty” when their glass is really four-fifths full. I’m grateful when I have one drop in the glass because I know exactly what to do with it.
Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. On social media, the only story that can achieve that goal is one told with native content.
