Social media is a different marketing medium, so it follows that it probably requires a different approach to delivering your message. There is an interesting article written by Gaurav Mishra posted at MyVenturePad about using storytelling as a tool in social media marketing.
Using Storytelling in Social Media
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I think this is a welcome step - fat too often we speak totally in the language of arid academic abstraction: corporate culture is lived in the heat, passion, and, indeed, iciness of emotionally felt relationship. Real communication proceeds by the telling of stories and the receiving of stories in return.