Frank Chimero argues that every form on the internet is a question asking for some kind of response. As in much of life, a good question begets a good response. A bad question begets a bad response. As brands and marketers looking to get our users talking, we need to learn how to ask good questions.

Brands know they want interaction, but have no idea how to get it. Most brands, no matter how big they are, can’t just throw up a Facebook page and start having good interaction with their consumers. Brands have to start the conversation. This usually comes in the form of content. Links, deals, recipes, news, updates. Stuff for their followers to talk about. Here is where the biggest problem lies. Content is, by definition, cold. It describes what something is, but not how we relate to it or how we feel about it. Brands can post content to their page all day and no one may care. We have to give our followers a reason to care. Help them to relate to us and our brand. How do we do this? By telling a story.