Social Media Storytelling

The research paper ‘The power of social media storytelling in destination branding’ by Lund, Cohen and Scarles (2018) shows how DMOs can utilise storytelling and implement it as a powerful tool in their social media marketing strategies. This essay will discuss the key findings of the study by critically analysing them from an academic point of view.

The authors present the conceptual framework of ‘technologies of power’, consisting of storytelling, performance, performativity and mobility, as an effective and powerful way to influence consumers on social media. Owing to a rather limited previous research on the topic and the online nature of the studied phenomenon, the researchers appropriately used a case study approach with netnography method for data collection, both being congruent with qualitative research. Furthermore, the paper features a thorough theoretical underpinning as it fittingly draws on various theories and concepts while critically analysing existing research on the topic. Finally, areas for potential future research are presented, further adding to the quality and rigour of this academic piece of writing. The researchers also relevantly link theory and the conceptual framework of ‘technologies of power’ to findings and present a number of useful recommendations for DMOs. Hence, the transfer of theory to practice is done particularly well and DMOs can draw on the recommendations while setting up and implementing their social media strategies aiming to enhance their brand image. This can be done by using storytelling as a mean of reaching customers, starting conversations with them and inviting them to share their own stories about or from the destination. It can be argued that, as a result, storytelling enables DMOs to connect with visitors, establish long lasting consumer loyalty and utilise content created by visitors as a rather inexpensive form of promotion.

Nevertheless, despite the very good theoretical underpinning of the study and useful recommendations for the DMOs, the findings of the research can be widely criticised. Firstly, the empirical study is not guided by any research question or purpose specified in the paper. As this is an essential part for any research (Smith, Thorpe and Jackson, 2015), it vastly decreases the quality of the research. Secondly, the quality of the research also suffers in regard to external reliability, which is an extent to which a research can be replicated (Bryman and Bell, 2011; LeCompte and Goetz, 1982). This is due to a rather limited information provided by the authors about the background and environment of the study, thus making its replication rather impossible. Building up on this, we do not know how successful this particular post was in comparison with normal posts published by VisitDenmark in terms of reach, engagement, likes, comments and other factors. There is also no information about how long after its publishing was the analysis of the post carried out by the researchers, whether or not the post was promoted and what was the nature of Facebook algorithms back in September 2015. All this additional information would have undoubtedly added much need rigour to the study and increase its external reliability. Building up on this, the example of VisitDenmark is very limited, as it considers only one single post. This is admitted by authors themselves, as they agree that the empirical study is rather brief (Lund, Cohen and Scarles, 2018). For instance, it would be interesting to see how the conceptual framework of ‘technologies of power’ works in regard to different demographics, as there might be some differences in regard to age, gender and culture. Considering the latter, Hofstede’s cultural dimension theory could be used in future research to reveal potential differences (Hofstede, 1984).

To sum up, the research paper provides a well designed framework that shows the power of social media storytelling in destination branding. Furthermore, it provides a useful set of recommendations for DMOs in regard to their social media presence and strategy. Nevertheless, despite the very good theoretical part, the empirical research with its findings is of a rather insufficient quality. This is due to a missing research question and purpose that would guide the empirical study, inadequate description of the environment with additional background details and a very limited extent of the research featuring only one single Facebook post.

References:

Bryman, A. and Bell, E. (2011). Business Research Methods, 3rd edn. New York: Oxford University Press Inc.

Hofstede, G. (1984). Culture’s Consequences: International Differences in Work Related Values. Beverly Hills, California: Sage.

LeCompte, M. D., and Goetz, J. P. (1982). Problems of Reliability and Validity in Ethnographic Research. Review of Educational Research, 52, 31–60.

Lund, N.F., Cohen, S.A. & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management. 8, 271-280.

Smith, M. E., Thorpe, R. and Jackson, P. R. (2015). Management and Business Research, 5th edn. London: SAGE Publications Ltd.