"Each channel offers a unique formula for engagement where brands become stories and people become storytellers. Using a transmedia approach, the brand story can connect with customers differently across each medium, creating a deeper, more enriching experience. Transmedia storytelling doesn’t follow the traditional rules of publishing; it caters to customers where they connect and folds them into the narrative."
I have an obvious bias toward this because not only is my official work title Storyteller—we're also spearheading corporate social media at work. So I can say with complete conviction that stories are at the center of good social media (and most good marketing, writing, and reporting, I believe).