In search of faster growth of your audience, more engagement and that elusive return on engagement? Have you’ve tried every tactic and tool after tool you’ve read on how to do Facebook, Twitter, Instagram and (any other social media network) for your business but it’s just not showing as you’d hoped?

Tools can save you time and tactics can be great. But if you lose sight of one simple principle, don't waste your time. Story marketing at its core is social. It’s about building quick relationships and connections with real people. Businesses that curate their social strategy on that basic understanding have loyal audiences, greater followings and increases in revenue.

The beauty of story marketing socially is that it allows for a two-way conversation and it can be the pathway to real relationships with an audience if done right. But to build real, genuine connections, those doing the sharing must be authentic and tell a real story. And also listen to those you communicate with. Just like a friend who makes it all about them, me-messaging gets old…REAL quick!

Here are three common missteps that businesses are making with your story marketing strategy and how to solve them:

MISSTEP #1: BEING TOO POLISHED, IT'S BORING.

I would bet you are like me and skimmed right past those status updates welcoming “ our new vice president of blah, blah, blah" that were oh, so mind numbing.

The solution: Pass on sending out any more glossy brochure with immense corporate speak. Don't just show the polished, slick side of your business. It's time to be authentic. Show the real people who make up your business. Let people meet them, get to know them and build a relationship with them.

Snap some pics of you and your team. People love to see the real you.

Show behind the scenes of your business and your life. Giving a customer a window into your offline life helps create an authentic connection. Remember..friends buy from friends.

MISSTEP #2: BUT ENOUGH ABOUT ME. WHAT ABOUT YOU? WHAT DO YOU THINK OF ME?

People want to know you, yes, but posts can't be all about you. Everyone knows what it’s like to have a conversation with that friend, you know the one. That lunch date you swear you will never have again because this friend will not stop talking about themselves. (Get me out of there!)

The solution: Make members of your community feel welcome, understood and heard. This means listening and responding to the people in your audience. Share content that solves their problems. And participate in the conversation. Post content with no resulting payoff for you, other than crafting a community focused voice.

There are people and businesses who don’t even think about using a social network as an opportunity to serve a community. Instead, they used it like a microphone, whether or not anyone is paying attention. Like talking in a closet...who is really listening?

When your company works hard at consistently connecting with your community, you will reap the benefits. Soon you will see insights reacting every time you engage and respond. This type of community curation does take effort, but it is well worth it.

MISSTEP #3: TAKING MORE THAN GIVING.

Think about this: Are you more likely to help out a friend that’s been there for you or someone who approaches you in the street just to ask for money? Keep sales pitches to a minimum on social media, similar to how you would behave with your friends in real life.

The solution: Give, give, give before you ever ask for anything in return. Create and curate great content that helps your customers, answer their questions, entertain and inspire your audience. At least 75 percent to 80 percent of a businessperson's social media content should aim to be of service.

Regardless of the social network, all story marketing is fundamentally about relationships and people connecting to people -- not companies or brands.

So get human. Be authentic. Be real, build a community you care about and then serve this audience to the best of your ability.

It’s as simple as that.

Ali Shull | SherpaSocial

Strategic Communications | Social Marketing