Cautiously Optimistic

One of the theories of communication that has had a big impact on me in graduate school is “narrative theory.” The theory, described in the SAGE Reference service, states that humans are natural story tellers. Using narratives to make sense of the world is so basic to human experience that people can really be described as Homo narrans, or “story-telling human.”

I write this because I think the new Facebook Timeline is a surprisingly powerful way for Facebook to insert itself into the ongoing narratives of its users’ lives.

Who doesn’t enjoy the occasional trip down memory lane? I certainly do, and I must say that combing through my personal information and Wall posts in preparation for the switch to the Timeline resulted in a series of “blasts from the past,” looking at old photos and remembering friendships that have strengthened over tine and those that faded away over the years.

This powerful impact is not limited to individual users. Facebook recently opened up the Timeline format to brands, which makes perfect sense. Narrative flow has always been a powerful tool for advertisers looking to change or strengthen brand loyalty.

The Timeline format also holds promise for public relations practitioners, according to Tonya Garcia of PRNewser. Her article, “Four Reasons PR Pros Will Love Facebook Timeline for Brands,” highlights how public relations can work alongside marketing to help tell and shape the story of their organization. As a company reaches milestones in its growth and development, for example, its Timeline can help strengthen its relationships with stakeholders in a compelling way, establishing contexts and promoting the organization through its unique story.

If we humans are really Homo narrans, then the Facebook Timeline is just the sensible next step in our ongoing evolution, telling a story that never has to end.

Follow me on Twitter at @charlesprimm.