Storytelling is hard-wired into our humanity, writes social media researcher Suresh Sood. Businesses have to use it to move their customers and other stakeholders emotionally.

But for this to happen, businesses must reframe their brand messaging and learn to participate in rather than manage the conversation with their customers. Successful social media marketing is not a matter of embracing new tools and adopting new technologies. The x-factor is storytelling: spinning a good yarn with all the traditional values of a compelling tale – an emotional hook, a beginning, a middle and an end. And storytelling in the digital marketplace must be authentic, collaborative and participative.