Recently, social media has been buzzing with the term "tone deaf." Originally, "tone deaf" describes someone who cannot distinguish musical pitches or sing notes accurately. However, with the evolution of social media—used by many for personal purposes, marketing products/services, and sharing information—the term has shifted to refer to someone perceived as insensitive to current situations or issues.

What's the Connection to Storytelling?

One popular posting technique is storytelling. Storytelling is a process of combining facts and narratives to communicate with an audience. This technique is favored because it resonates with everyday life. Stories about failure, success, sadness, and even anger—especially those that reflect societal concerns—make storytelling a popular method.

This is why tone-deaf posts, such as those intended to showcase extravagance or privilege, can undermine public trust in the content creator.

Here are 5 techniques to ensure your posts, whether personal or for marketing products/services, are not tone deaf:

1. EMPATHY

Above all techniques and tips, it’s crucial to be human first before creating any deck, brief, or post. Empathy is the ability to sense and understand the feelings, thoughts, and experiences of others. With rising unemployment and middle-class individuals falling into poverty, it’s essential to ensure that your script or material resonates with the community before posting.

2. The Mountain

Storytelling starts with introducing characters, conflict, climax, and then resolution.

3. The False Start

This technique begins by showcasing a person's mistakes, followed by efforts to rectify those mistakes.

4. Sparklines

This technique narrates the difference between the current situation and desired hopes, along with the steps needed to achieve those hopes.

5. Monomyth

Also known as the "hero's journey," this technique tells a story that illustrates the struggles someone faces to achieve their goals.

If you’re still unsure about these techniques and want to consult on social media marketing content strategies or product/service advertisements, you can visit AdLink SineMedia at https://adlink.co.id, an Indonesian advertising agency.

“A degree does not guarantee someone is smarter or more empathetic.” - Hapsari Hanggarini, Author of Children's Stories.

Sources:

1. Azizah, U. N. (2024). This Is the Meaning of the Term "Tone Deaf" That Is Commonly Used on Social Media. Accessed on October 21, 2024 via https://www.detik.com/jateng/berita/d-7321272/ini-arti-istilah-tone-deaf-yang-ramai-digunakan-di-medsos

2. Kakung, N. (2020). Creating Powerful Storytelling on Social Media. Accessed on October 21, 2024 via https://kumparan.com/ndoro-kakung/membuat-storytelling-yang-ampuh-di-media-sosial-1tlwRHIjPL4/full

3. Fullstop. (2022). Secrets to Creating Storytelling, the Hottest Content on TikTok! Accessed on October 21, 2024 via https://www.fullstopindonesia.com/blog/item/310/Rahasia-Bikin-Storytelling-Konten-Paling-Rame-di-TikTok#:~:text=Menurut%20HubSpot%2C%20storytelling%20merupakan%20serangkaian,ternyata%20dengan%20materi%20yang%20disampaikan

4. Makarim, F. M. (2023). Understanding Empathy: Characteristics, Benefits, and Examples. Accessed on October 21, 2024 via https://www.halodoc.com/artikel/mengenal-sikap-empati-ciri-manfaat-dan-contohnya?srsltid=AfmBOoqgbxyjyfLE1SkkUwJCcT9YUhHFr8lE0YFe4H6UrrvcVrb8mqbb