In online communities it is the content that matters most. People talk to and with each other not because they know each other or are already connected. Rather, because they share a similar interest, question, concern, ambition, query, challenge or other issue. People engage with each other on content and not on connections. You can meet and share ideas with strangers because you are both interested in the subject.
I love stories and storytelling, and in this environment they are all important. From the short stories on Twitter and other micro blogs, to the stories you share with people on message boards or the longer stories you might post on a blog or in a discussion. Social media is about stories that people share with each other.
This great presentation from Jenni Lloyd at NixonMcInnes highlights the importance of storytelling and of the storyteller in social media. Showing the role that stories play in the discussions that happen in social media and why they are critical to any brand to understand and to harness if they want to make the most of what social media has to offer them.