Why The Story Is More Important

Social Media Expert! proclaimed the bio.

Guru! Professional! Wizard! Master!

Alas, it appears that everyone has figured out that it does not take much to proclaim oneself as a social media expert.  Have a Twitter and Facebook account?  You’re qualified!

…very few have, or understand, the rare gift that is storytelling.

Unfortunately for most, the claims simply fall short.  And in the DMO / CVB space there is no storage of firms, folks and followers that promise clients social bliss, only to deliver silent disappointment.


While everyone has access to the tools to self-publish every thought, action and photo, very few have, or understand, the rare gift that is storytelling.

Let us be clear, we firmly believe that…for example…an entire team tweeting on behalf of a tourism board presents a much more powerful and intriguing story than the lone Garrison Keillor tweeter.

But do not overlook the gift of story.

Books, TV, Facebook, movies, music, radio, heck, stone tablets…regardless of the medium, the common thread for success is a great story.

Writers, painters and filmmakers cause the masses to muse over such locales as Paris, San Francisco and Japan.  Not because of social media, or a viral video, or even a great work of art.  No, they created a story, one that is so mesmerizing…so illuminating…that we begin to place ourselves within the destination.

In this age of digital promotion, where each of us is constantly renewing our 15 minutes of fame, place special attention on the story, rather than the medium.

The medium is simply the means and rarely the focus.

The story is the focal point, an opportunity to break away from competing clutter…a way to pull together seemingly disparate marketing mediums.

A great story brings people to a destination, not your Twitter page.

Troy Thompson, a self-described technopologist, is a respected blogger, consultant and thought-leader in the Tourism / Travel industry. Owner and consultant at Travel 2.0 Consulting, Troy has been providing unique interactive and marketing solutions to a variety of clients for more than a decade.

Comment? @travel2dot0 or email.