48 THE POWER OF VISUAL STORYTELLING text. The image of a tiger in front of a vehicle, for example, is highly styl- ized, which speaks to the quality and luxury of the car, and the roaring statue of the animal showcases that this high-end vehicle has the heart and prowess of the tiger. While the Tumblr post does include text that says “FEROCIOUS. And fearless,” it is easily conveyed through the image. Personalize, Dont Spray Another key theme of visual marketing is the personalization of content by platform. Gone are the days when it’s okay to spray the same piece of content across multiple platforms. Instead, social media leaders are embracing the special features and capabilities of each type of platform to foster different types of engagement and storytelling. General Electric is a great example of a company that adopts unique strategies for visual marketing across different platforms. Whether it’s Facebook, Tumblr, Instagram, Pinterest, Vine, or YouTube, the content is different, but it is consistent across the themes of science, technology, and innovation. One of General Electric’s unique approaches to visual content can be found on Pinterest, which showcases incredibly creative boards (http://www.pinterest.com/generalelectric). With the goal of inspiring people to build, power, move, and cure the world, the board titles include “Badass Machines,” “#GEInspiredMe,” “Mind = Blown,” and more. There’s even a little geek humor found in a board called “Hey Girl,” which shares spoof pick-up lines from Thomas Edison. Make Yourself Useful By playing off of the strengths of each social media platform, companies are taking the first step in ensuring that their visual content is also use- ful. However, personalization alone does not necessarily make content useful. Social listening can help companies be more useful and relevant by uncovering key themes and trends around which to craft visual con- tent. Social listening can also help companies to better understand what drives consumers and prompts action, whether it’s sharing, engaging, or purchasing.