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Jason Falls

Proof It’s Not Facebook.
It’s You.

by · June 16, 2014

Ah, we conspiracy theorists are a persnickety bunch, aren’t we? Facebook reach drops dramatically, a Silicon Valley-based blog identifies a source saying the network is intentionally dialing back organic reach for brands and we all point fingers and complain about being held down by the man.

Facebook responded to this spring’s organic reach fiasco by saying there’s no manipulation. It’s just the network effect at play: People have too many friends and like or follow too many interests, brands and causes for everyone to fit nicely in the 300 or so pieces of content they deliver in a person’s newsfeed.

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The Powerful Manager and the Email Summary

by · June 9, 2014

Mini crises pop up all the time. Some are little fires, snuffed out immediately. Others can smolder for days before bursting into a full-scale inferno. The more people involved within your organization, the harder they are to control.

Typically, when tempers flare and the he said-she said battles commence, I ask the parties involved to email me a summary of what happened and what they’d like to see happen as a result before I act. In the digital/mobile/social age, I’m sure you can anticipate how warmly that is received. It happened last week and the three parties involved all responded with, “Just call me tomorrow.”

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The Powerful Manger and the Email Summary

by · June 9, 2014

Mini crises pop up all the time. Some are little fires, snuffed out immediately. Others can smolder for days before bursting into a full-scale inferno. The more people involved within your organization, the harder they are to control.

Typically, when tempers flare and the he said-she said battles commence, I ask the parties involved to email me a summary of what happened and what they’d like to see happen as a result before I act. In the digital/mobile/social age, I’m sure you can anticipate how warmly that is received. It happened last week and the three parties involved all responded with, “Just call me tomorrow.”

1 comment

The One Word Your Marketing Needs To Focus On Now

by · June 2, 2014

When you deliver a relevant message to a relevant audience at a relevant location and a relevant time, you hit the Relevancy Bullseye. This opens the opportunity for your brand to convert at previously unthinkable rates. We’ve preached this at Social Media Explorer for a long time now. For many brands, they’re only just now discovering what we meant.

Thanks to plummeting organic reach numbers on Facebook, brands are starting to leverage paid media there to support organic social content. For those that are dialing in the targeting, making the posts appear only before the most relevant of audiences, conversion rates are stunning.

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A Memorial Day Reminder

by · May 26, 2014

We’d love to fill your head with some great marketing advice today, but Memorial Day is not the time to do so. We’d instead, refer you to last year’s Memorial Day post which did a nice job of summing up our stance on marketing during a holiday.

So, if you’ll excuse the mere link, which the nutters will certainly take out of context as intrusive marketing snake oil at it’s best, and if you feel compelled, pay a visit to last year’s post.

Social Media Explorer is humbled at the sacrifice made by those in, and out, of service everywhere, particularly those who have died in said service. We are forever in your debt.

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The No Bullshit Guide To The Collaborative Economy

by · May 20, 2014

AirBnB wants you to stay in someone else’s house. Lyft wants you to order up a ride with someone you don’t know. Relay Rides goes a step further and wants you to borrow cars from people you don’t know or — shudder to think — loan your car to a complete stranger.

There’s collaborative fundraising, food preparation, clothing and other goods. Everything from loans to leftovers has some sort of collaborative app or approach today. Welcome to the collaborative economy.

But how sustainable is it?

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How To Spot The Wrong Customer Perspective

by · May 12, 2014

In the checkout line at a national arts and crafts chain last week, I noticed a large red sign encouraging customers to sign up for the store’s email marketing program. Point-of-sale executions to encourage a deeper connection with the brand online are smart and help you reach the customer at multiple touch points, driving repeat business and loyalty.

But as I read the sign, my delight turned to despair for the brand. It was immediately clear to me the brand had the wrong customer perspective.

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How To Be An Instigator

by · May 5, 2014

It was ninth grade English class, first period, Layne Tackett, Pikeville High School, 1987. We were beginning a section on Shakespeare and Mr. Tackett, in his calculated and intimidating way said, pointing to a word he’d scribbled on the board, “This is doth. You will pronounce it ‘doth’ like moth. It is actually pronounced ‘duth’ like stuff. But you will mispronounce it. So let’s just get it over with and agree to say ‘doth’ so I don’t get aggravated that half of you are saying it correctly while the other half are not.”

I raised my hand.

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A Brand And Person Offer The Same Post With Very Different Results

by · April 28, 2014

My social media hippie friends have their collective organic panties in a tofu wad over my recent rants about how brands can’t really be human. Hey? The truth hurts, especially when you’ve been telling your clients the opposite for 8-10 years.

Sorry. They don’t call me an “instigator” for nothing, I guess.

While the recent news that Facebook will allegedly be dialing down organic reach for brand page content certainly inspired my thinking, this goes well beyond Facebook. Think about it in your own life. Would you trust the recommendation of a company to use their product or the recommendation of a person who used the product? Would you trust the company salesperson (who we assume is human) over the product user? Would you trust any of them over a trusted friend?

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About Jason Falls

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).

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