Who knows a line from Gone With the Wind? Or Casablanca? Or any other classic film?
Gone With the Wind started as a book, published in 1936. Then it was a movie in 1939. On film. Actual film.
Casablanca started as a stage play that was turned into a screenplay. The movie came out, on film, in 1942.
Eventually, these movies appeared on television. Then they became available on VHS tape, and probably Beta tape, as well. That was followed by the next big thing in home entertainment, the laser disc, if anyone remembers those 12 inch, high priced video discs.
DVD followed, then Blu-Ray, and now we can download the digital copy of these classic films. Or watch them on YouTube.
What has stayed consistent through all these different types of media? The story. We can remaster the images, add or delete colour, clean up scratches and enhance the audio files to make them look and sound better for today’s technology. Yet none of that affects the story or the storytelling.
Every business and organization has a story to tell. Sharing that story is about narrative, characters, emotion, and connecting with your audience. We need to focus on the basics of telling a story before we worry about what medium we will use to share it.
When Casablanca was made, they weren’t thinking about the special features for the DVD release. Twenty years ago we weren’t thinking about how to tell our stories online. Ten years ago we weren’t thinking about Instagram or Facebook to share our stories. And we don’t know what medium we will be using 10 years from now to help tell our stories.
Yet our stories won’t have changed. How you struggled in your first year of business; what gave you the inspiration to create your product; when you made the decision to expand. These are parts of your story that you can tell to connect and engage with your audience. That information doesn’t change.
Who you are and what you’re sharing doesn’t change other than finding the right format to fit the medium, and that’s just the mechanics of using a particular vehicle to share your story. Social media, just like any other media, are tools, tactics. Newspapers had their heyday. Television had its heyday. Facebook? Maybe it’s past its prime. Only time will tell.
Your story will grow, and new chapters will become part of the history of your enterprise. But if you don’t know what that story is, or don’t know how to tell it, how can you expect your audience to understand what you do? How do you expect to keep them engaged if they can’t understand your story?
Your story is more important than the medium you use to share it.
You are an expert at what you do. You have a story worth sharing. Focus on telling your story, and worry about the ever-changing media you will use to share it later. Tell your story effectively, and it too could become a classic.