The Importance of Online Presence to a Creative Writer

It only took Starbucks 47 years to open a location in Italy, the country that introduced espresso machines and coffee culture to the world. There would be no Starbucks without Italian coffee culture, but opening the first store in Milan proved tricky because of the friction commonly associated with cultural appropriation by corporate giants. Howard Schultz knew that opening a Starbucks in Milan, just minutes away from the spot where the espresso machine was patented in 1905, would prove risky. Nonetheless, he made it a point to not step down as CEO until this was accomplished.

Schultz was not only able to just open a Starbucks in the heart of Milan; he opened the store to capacity crowds and long lines. How did Schultz manage to pull this off? The key was his creative corporate storytelling. Schultz is fond of telling the story of how a visit to Milan in the 1980s inspired him to return to Seattle, open a chain of Italian-style cafes, and later merge with Starbucks. We all know the rest of the story because it is part of history now, but the fact remains that Schultz injected creative storytelling into the heart of Starbucks branding and did so until he left the company in 2018.

Creative writing is a skill that thrives on the presence of audiences. Over time, audiences have moved from people gathered around skilled storytellers to smartphone users checking mobile apps for new content. Nowadays, technology ensures the constant presence of audiences. The modern-day writer is not needed to be physically present to tell stories. Social networks such as Twitter, Facebook, and LinkedIn have become publishing platforms for storytellers. While it was once advisable to have an online presence in one of these networks, this has become mandatory for creative writers because it is the expectation of readers, who are now known as followers.

A Writer Writes

For creative writers, blogs will be the most important aspect of their online presence, for this is where they can share their pieces with the rest of the world. Social media sharing buttons and badges allow followers to distribute pieces to friends all over the world. An online presence keeps writers relevant to their followers. Moreover, blogs give writers platforms where potential clients or interested publishers can sample their work. This can also be a solid marketing strategy. Blogging gives readers a glimpse of the skills the writer possesses while also helping a writer stay active and relevant. The feedback received from blogging can be taken constructively to help writers improve their skills.

Writers can also strive to maintain their online presence through content marketing and content creation, and this is something that several marketing gurus and executives such as Howard Schultz would highly recommend. It is critical for blog content to capture as much readership as possible, and proper search engine optimization can help attract readers from major search engines such as Google. It is also very important for authors to be active in online writing clubs and professional forums where they can contribute guest posts, which can also help attract a wider audience to their work. Writers can have their work reviewed by fellow bloggers who can help them get featured in newspapers, magazines, and blog directories.

Notwithstanding the above, creative writers should be prudent when crafting their own stories. Content can go viral in a matter of seconds, and this can either build or destroy the reputation of a writer depending on how it is perceived, and this is something that Starbucks knows well. For every successful campaign such as 2014’s #HowWeMet, in which Starbucks featured cute Facebook stories about how couples met in their stores, there is a disaster such as #RaceTogether, a failed Twitter campaign whereby CEO Howard Schultz thought it would be a good idea for customers to talk with baristas about tolerance and diversity issues. Writers should strive to establish a fine balance between their professional personal life on the internet. While social media encourages interaction with followers, it is important to draw a line. In some cases, certain information shared by can be used to their own detriment, so always be sure to watch and manage what you post.

Writers who manage to stay afloat, stay fresh, and keep their followers engaged through a vibrant social media presence will improve their chances of professional success. If you build a significant following before publishing a book, for example, you will already have a large number of people interested in your work. Keep in mind that creative writing thrives on the presence of an audience, modern audiences must be constantly engaged.

Creating the Right Online Presence With FIU

The Global Strategic Communications Master’s program offered by the FIU School of Communication + Journalism includes a Creative Track option to help writers and marketing specialists develop a truly global perspective on corporate storytelling and similar modern methodologies. The 39-credit program culminates in a Master of Science in Mass Communications degree awarded by Florida International University and graduation from world-renowned Miami Ad School’s portfolio program. For more information, contact Grizelle De Los Reyes, Director of the FIU-MAS Creative Track.