146 THE POWER OF VISUAL STORYTELLING the most frequently asked customer service inquiries and comments— both positive and negative—can offer ideas for sourcing visual content. Based on past behavioral trends, it can also help your team to anticipate how visual content can better support frequently asked questions, a new product launch, store opening, and other similar events. Ensuring that your content and daily social media community engage- ment is in line with customer service responses is also important for consistency as well. This team will be an important stakeholder should you ever need to manage through a social media crisis. Ultimately, planning for the unexpected translates into planning for what you can anticipate. However, doing so will result in greater flexibility to jump on important trends that fall outside of your realm of predict- ability. Developing a robust content library and content buckets will free up the valuable time you need to allocate your creative resources around real-time opportunities when they arise. Distribution and Engagement Strategy Once you have your content calendar set and posts created, now comes the fun part: sharing it with your fans. When preparing to distribute your content, make sure someone from your company is there to listen and engage with feedback and responses. If you think of social media as an ongoing conversation, posting content without engagement can be lik- ened to talking at versus with someone. While the purpose of this book is to teach you the best practices of visual storytelling, half the fun of telling a story is watching the response from your audience in real time. From the cringes, to the laugh-out-loud moments or gasps of surprise, the best storytellers play off of their audi- ence to really hit the message home and create a lasting experience. You can and should be doing this as well on your social media chan- nels. Use your visual storytelling program to spark one-to-one human conversations based on the content you’re putting out. You’ve put a great