128 THE POWER OF VISUAL STORYTELLING A good example of the role goals play in developing a visual storytell- ing program can be found in Burberry’s Art of the Trench Tumblr and website. Launched in 2009 and still an ongoing campaign, the sites are described as “A living document of the trench coat and the people who wear it.”2 Through the sites, Burberry targets current and aspirational trench coat owners, with its goals structured around raising awareness, referral traffic, sales, and branding. Supporting themes of this story are told visually by the photos of the people featured, which include a range of men, women, and children. Each person has a different look and a unique way of styling his or her trench, allowing contributing themes of personal style, quality, universal appeal, and wearability to shine through. By curating a visual storytelling experience, Burberry’s customers rewarded the company with more than just awareness and a celebration of the trench lifestyle. Just one year after launching the Art of the Trench website (www.artofthetrench.com), it generated 7.5 million views from 150 countries, plus higher-than-average conversion rates from the click- throughs to the Burberry website.3 Auditing and Analyzing Once you’ve defined the big-picture goals, it’s important to understand how your current efforts stack up. Start by conducting a content audit of how your efforts are performing across all of your social media chan- nels, and cross-reference it with the overall social media conversation about your company. While the word audit sounds daunting, we’re going to make this process as easy as possible. It’s important that you recog- nize how you’re currently allocating your content, whether your content themes are in alignment with goals and key business objectives and what your content’s strengths, weaknesses, and opportunities are.