This post was originally produced for Forbes.
You can download an audio podcast here or subscribe via iTunes or Google Play.
Jay Baer, New York Times bestselling author and founder of Convince and Convert, says that social enterprises and nonprofits have a secret weapon they can use on social media: authentic stories.
“Just tell the story,” Baer says to social entrepreneurs. “Ideally with video because video disproportionately performs in every social network. Just take a video of you working on the water project. Don’t try to sell anybody. Let the story sell for you.”
Expanding on this point, Baer says, optimally, social entrepreneurs will get their fans, supporters and customers to post the video of themselves working on the project rather than post a polished, edited video from the business or organization.
Baer points to Charity: Water as an example of an organization that uses video effectively. The organization funds water projects in the developing world. The projects are typically …