There are five golden rules to consider when using social media storytelling as a digital marketing strategy:

1. Let the story extend beyond page or screen and continue being told through word-of-mouth.

2. Talk directly to your audience and develop an authentic voice.

3. Use tools that control and measure online buzz.

4. Build a ‘universe’.

5. Apply the same creativity in marketing your project as you did in creating your project for market.

(Okay, that last one’s a bit of a riddle. Let’s say Always Be Creating instead — stolen shamelessly from Alec Baldwin in Glengarry Glen Ross.)