Purpose

This study explores how digital storytelling (DST) approaches can be used for social media campaigns to create more engaging digital content. The ability to better engage with networked publics offers benefits to entities of different scale and scope, since in doing so they establish stronger relationships with their consumers and publics.

Design/methodology/approach

A digital discourse analysis combined with a five-layer coded film analysis is applied to a DST video, viewed on Facebook.

Findings

Four overarching and overlapping approaches are identified. These are emotional appeal based on clear human ideals, equality and simplicity of characters, simplicity and universal representations.

Research limitations/implications

Similar studies are required across varying targeted digital stories of different length and subject matter to distinguish effectiveness.

Practical implications

Despite advanced technological capacity for audience segmentation, social media campaigns often include unengaging content. DST offers universal characteristics that can be used by entities to engage with their consumers and publics.

Social implications

DST has been used to create learning and pedagogical environments and more participative democracies. Yet its use to strategically engage with networked publics is empirically lacking. The findings of the study can facilitate more effective digital content strategies for entities of all purposes to pursue.

Originality/value

Few studies have sought to deconstruct effective short form DST for strategic purposes. This study applies a methodological approach best suited for analysing digital content. The findings provide insights into how strategists and social media managers can create more engaging digital content.

中文翻译：

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调查数字故事讲述以创建积极参与的数字内容

目的

本研究探讨了如何将数字故事讲述 (DST) 方法用于社交媒体活动，以创建更具吸引力的数字内容。更好地与网络公众互动的能力为不同规模和范围的实体提供了好处，因为这样做他们与消费者和公众建立了更牢固的关系。

设计/方法/方法

将数字话语分析与五层编码电影分析相结合，应用于在 Facebook 上观看的 DST 视频。

发现

确定了四种总体和重叠的方法。这些是基于明确的人类理想、平等和简单的人物、简单和普遍的表现形式的情感诉求。

研究限制/影响

需要对不同长度和主题的不同目标数字故事进行类似研究，以区分有效性。

实际影响

尽管具有先进的受众细分技术能力，但社交媒体活动通常包括不吸引人的内容。DST 提供了通用特征，实体可以使用这些特征与消费者和公众互动。

社会影响

DST 已被用于创建学习和教学环境以及更具参与性的民主国家。然而，它在与网络公众进行战略性接触方面的使用在经验上是缺乏的。该研究的结果可以为各种目的的实体提供更有效的数字内容策略。

原创性/价值

很少有研究试图为战略目的解构有效的短格式 DST。本研究采用了一种最适合分析数字内容的方法。这些发现提供了有关战略家和社交媒体经理如何创建更具吸引力的数字内容的见解。