What's the Key to Story Telling?

Social media seems interesting because they are so many different communities within that lack. And ideally it's full of people that are already telling a similar story and are really familiar already with the context. The stories resonate with our own experience, or they match to something that we understand or believe to be true about the world. We can learn from in so many classic lessons about story ing rit my next question then is, how does design fit in with story telling?