It’s the crazy world we live in. Consumers (like you and me) are constantly being pummeled by bits of information every time they check their mobile phone, turn on the television, browse the Internet, or simply drive down the street. Why? Because we crave the ability to gain immediate knowledge. No one knows that more than storytellers who actively push out emotionally-driven content intended to engage and influence consumer decisions. Sharing content through social and digital channels has rapidly become an extremely powerful communication tool – but it needs to be utilized with thought and care. All storytellers have the moral responsibility and duty to produce information that is first and foremost accurate and truthful.

Unfortunately, content marketers, advertisers, bloggers, and even journalists do not always practice an understood code of ethics associated with information sharing. The most recent presidential election is a perfect example of the news media as a whole quite simply getting it wrong. So who suffers more, the consumer or the sender? There are certainly consequences for marketers who do not share accurate information. A business can instantly fall from grace with its customers who previously considered the business a trusted expert. Lost credibility can easily lead to a loss of faith, sales and even total business shut down. Final word: think before you speak.

"The fall from grace is steep and swift, and when you land, it does not make a sound, because you are alone."
- Cari Williams
CATEGORIES: Storytelling