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Social media has made it possible to communicate with hundreds even thousands of people about goods and the companies that offer them. The influence of consumer-to-consumer communication has been deeply amplified in the marketplace, a component outside of the marketing manager’s direct power. Now managers must contour consumer engagement aligning with the organization's mission and performance objectives. 

Social stories have proven an impactful strategy by guiding the content, making it relatable to the consumer. Social stories reveal “human truths” or topics triggering the consumer’s ethos. Social Stories are very effective because the idea isn’t new at all, the authority of social media on the consumer has just forced marketers to evolve the way stories are told. 

The Social Stories “cause and effect” storyline structure has a correlation to the area of the human brain that is used to form thoughts, everyday speech, and decisions. Joining an idea with an emotion, and finally being able to feel, lets the ideas, statistics, dates and all that comes with the story to be preserved in the mind. Leaving the consumer to parallel the feelings from the story with the brand.

In turn, the consumer buys into the myths and archetypes that these brands suggest. Take Instagram accounts like Humans of New York, Post Secrets, VSCO, Patagonia or email campaigns by Manduka and Pump Up the subject of their content is significant, authentic, and manages to evoke emotion within the consumer. In the simplest terms, the art of storytelling has transformed for this generation to relate and comprehend.