Omni-channel storytelling – Part 1: social media, tools and using video

April 17, 2019

Facebook, Instagram, Twitter or LinkedIn – what’s the most effective channel to get your message to your desired audience?

SFU’s all-communicator meeting in early April featured a presentation from Jessica MacLeod on omni-channel storytelling. MacLeod, the PR coordinator for Jelly Digital Marketing, gave an overview of the major social media platforms, channel statistics as well as best practices for each and mistakes to avoid.

In this first post, we’ll highlight her general recommendations, tools and why you should be investing in video. A second post will discuss social media channels how they should be approached.



MacLeod recommends that communicators stick to an 80/20 rule – make 80 per cent of you content engaging or educational and 20 per cent of your content promotional or sales related.


Always be engaging on your channels, ask questions to prompt responses; respond to comments and reviews and interact with your audience. Always make sure the relevant pages and people are tagged. Be fun. Try new things and be informative and don’t be afraid to show the faces behind the brand.


All posts should have an image, media, video or a linked preview.

A PowerPoint of her presentation:


Canva (Instagram templates and filters)

Biteable (stock video)

Answer the public (keyword research)

Grammarly (AI writing assistant) 

National Day Calendar

Unsplash (free stock images)

Pexels (free stock images)


Video is a powerful tool on social media – if done correctly. In her talk, MacLeod offered some advice on using video effectively:

-       Whenever possible, upload videos natively on the channel, rather than a link to a video on Youtube.

-       Videos should be subtitled as 80 per cent will watch it without sound.

-       Attention span is short! Make sure you grab the audience in the first five seconds.

-       Know the specifications. Make sure you’re maximizing the size allowable by channel.

-       When filming, use a tripod.

-       Include a call to action.

-       Upload to Youtube (the second largest search engine) and link it back to your site.


-       Use live video for special events, awards and announcements

-       Choose one platform, and promote the live video ahead of time across your other channels.

-       Try to engage viewers throughout, responding to comments and answering questions.

-       Quality content trumps video quality.

-       Keep it short (four to five minutes) if possible.

-       Have a plan, but make the experience seem natural.