Storytelling has been marketing’s go-to buzzword for a couple years running. A well-told story that draws on the interests of its audience has the power to connect customers emotionally to a brand and make it unforgettable.

But when it comes to social media, few marketers get storytelling right. Traditional advertising follows a broadcasting model, and that’s how most brands today are telling stories in social—they develop an idea, package it up in a ready-made campaign, push the story out through social channels, and hope people like it.