The Art of Storytelling on Social Media: A Guide for Surveyors

Storytelling is of paramount importance in the digital age - particularly in social media. By leveraging storytelling, surveyors can improve their online presence, engage with their audience, and ultimately grow their business. Storytelling is one of the most important ways in which we connect with one another as humans. We use it to understand complex issues and make decisions and it has become increasingly significant for social media for several reasons:

1. Engagement: Stories are engaging. They draw people in, maintain attention, and create connections. In social media, where attention is constantly sought, storytelling stands out as a potent tool to engage audiences.
2. Emotional Connection: Well-written stories stir emotions. When a brand or an individual tells a story that resonates with people on an emotional level, they're more likely to remember it, share it, and feel a connection to the brand or person.
3. Brand Personality and Identity: Storytelling showcases the personality behind a brand or individual. It brings to life the core values, mission, and purpose, helping followers understand who you are and what you stand for.
4. Memorability: Studies show that stories are far more memorable than mere facts or figures. In an environment where brands try to get noticed, memorable content is crucial.
5. Trust and authenticity:?Authentic storytelling fosters trust. When brands share their successes and failures, challenges and solutions, it builds authenticity and transparency which are key to developing trust.
6. Increased Shares: Stories are shared more because they engage, inspire, and connect. This can help increase reach and visibility on social media platforms.
7. User-generated Content: Storytelling encourages user-generated content. When you tell a story, it encourages your audience to share their own, creating a two-way interaction that is both engaging and builds a sense of community
8. Easier Decision Making: Telling a story can also aid decision-making. By presenting information in a narrative format, businesses can help their customers understand why their product or service is the right choice e.g. the importance of a survey for homebuyers.

One of my favourite examples of storytelling was Apple (a truly amazing brand) and the "Think Different" campaign that started in the late 1990s. This campaign was intended to reposition Apple as a company that stood for creativity, innovation, and thinking outside the box.

Here's the script from the iconic "Here's to the Crazy Ones" campaign:

"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. The only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."

This campaign wasn't about Apple's products but about the people Apple designed for - the thinkers, the creators, the innovators. Apple showed it was more than a computer company. Rather, it was a group of people who challenged the status quo and pushed humanity forward. Apple connects with its audience on an emotional level, tapping into the human desire to stand out, be unique, and make a difference in the world. This emotional connection makes the story memorable and compelling, a trademark of effective storytelling.

As a surveyor, you can create engaging stories by incorporating character, conflict, resolution, emotional resonance, and relatability. Let's explore each of these elements in surveying.

1. Character: The character in your story could be a client seeking your expertise or unique property. By developing a relatable and well-defined character, you give your audience someone or something to root for and connect with emotionally. For example, you can portray a client desperate to resolve a property issue or a historic building with its own personality and charm.
2. Conflict: Introduce a conflict the character faces, such as a challenging surveying task or an issue related to the property. The conflict should create tension and obstacles that the character must overcome. This could involve complex legal or technical issues, conflicting interests among stakeholders, or unexpected problems with the property.
3. Resolution: Resolution is the turning point in your story where the character finds a solution to the conflict. As a surveyor, you showcase your expertise and problem-solving abilities by devising innovative strategies or using your knowledge to overcome challenges. The resolution should be satisfying and provide a sense of accomplishment or relief for the character.
4. Emotional Resonance: Your story should evoke emotional responses from the audience. Highlight the impact of the resolution on the character and those involved. Capture the satisfaction, relief, joy, or any other emotions experienced by the character, as well as the potential positive consequences of your work. By emphasising the emotional journey, you can create a deeper connection with your audience.
5. Relatability: Make your story relatable to your audience, even if they are not directly involved in surveying. Find common themes or universal human experiences within your story that resonate with a broader audience. This could include themes like overcoming challenges, the importance of expertise, or the value of preserving historical or cultural heritage.

By weaving these elements together, you can create a compelling narrative that showcases your skills as a surveyor and engages your audience. Whether it's a residential survey for a first-time buyer or a large-scale land survey for a commercial development, behind every project, there’s a story waiting to be told.

Here are some examples;

1. Instagram:?Suppose you've recently completed a survey of an exceptional historical property. Post a series of images showing off the property's distinctive features, your team in action, and maybe even some behind-the-scenes shots that convey your surveying process.

Refer to the challenges of surveying such a complex building. Discuss?what skills/methods you used to undertake such a survey and how pleased you were to be part of a long-term preservation project in your local area.

2. LinkedIn:?LinkedIn is an excellent platform for sharing client testimonials and case studies. Let's say you've had a significant project with a commercial client where you helped identify and solve potential issues, ultimately saving them money.

As an example:?"We recently worked with XYZ Ltd, a local developer planning a large residential build. They were facing significant delays due to land issues. Thanks to our rigorous surveying process, we detected the problems early and proposed solutions, keeping the project on track. Read the full story here: (Link to case study on your website)"

3. Facebook:?Facebook is excellent for sharing personal stories, engaging with your audience, and providing insights into your day-to-day operations. Suppose you recently hired a new team member or have an employee who has reached a significant milestone.

Post example:?"We're excited to introduce our newest surveyor, Claire. She's recently joined us fresh out of university and is already showing incredible promise. Stay tuned for future updates where Claire will share her experiences as she embarks on her surveying journey with us. Welcome aboard, Claire!"

In conclusion, storytelling is an incredibly powerful tool for surveyors in the social media age. By weaving engaging, relatable stories into your social media strategy, you can create meaningful connections with your audience and potential customers. This will enhance your brand's appeal, and ultimately drive your business forward. So, as you venture forth into the digital world, remember to tell the story of your work because

"every survey has a story waiting to be shared".

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RICS Chartered Association of Building Engineers Residential Property Surveyors Association (RPSA) Watership Surveyors - Marketing & Surveying Consultancy