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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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Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://www.brickmarketing.com/ Nick Stamoulis

    These are good guidelines to follow when getting involved in social
    media. Too many businesses jump into social media without a plan. Like
    any other marketing strategy, it’s important to have goals and set
    benchmarks to achieve them.

    • Anonymous

      That’s a great point. It’s impossible to measure success without defining objectives up front. A very simple point that many organizations overlook as the jump into social.

  • http://www.puredriven.com Patrick Garmoe

    Thanks for the great post Mike. I think often people make this stuff more complicated than it really needs to be, at least to get started. This is very applicable stuff, regardless of the audience.

    • Anonymous

      Thanks Patrick. I complete

  • http://www.automatedsocialnetworking.com Treb

    Great post Mike… Love the information. It will really help a lot, I would love to apply your thoughts… Thanks…

  • http://twitter.com/creman4u Christer Edman

    I am writing a newsletter now containing ROI and social media and found your excellent posting. Thanks for sharing Mike!

  • http://www.online-business-virtual-assistant.com/ Virtual Business Assistant

    I feel
    that Social Media is the cheapest and the most effective option of connecting
    with potential customers. It is certainly here to stay. We have got many new
    small business clients and also professionals(doctors), who are using Social
    media to connect with their clients…and to collaborate…It is important
    that the business decides before hand what they want to acheive – Branding,
    Word Of Mouth, or Just Sales…and then take the approach that best matches
    these goals…

    Singha Roy

  • http://nickhuhn.com nickhuhn

    Terrific summary, Mike! I do take issue, however, with the way KPIs were described. The examples above are really metrics that should feed into KPIs. KPIs, to me, should be very high level such as: Am I making money? Am I reducing operational costs? Am I satisfying the needs of customers / clients?

    In short, the indicators should be, um, KEY – i.e. of paramount importance – rather than a mountain of metrics that one could spend hours per day poring over with limited insight into the proverbial big picture. Paralysis by analysis – know what I mean? :)

    Great framework overall though – thanks for sharing!

    • Anonymous

      Hey Nick, great feedback all around. Your point is well taken – the metrics outlined above really do set the stage for KPI’s that vary based on business objective. I see too many companies that fall into the ‘analysis by paralysis’ syndrome – or worse – they never go into social media with a clearly stated business objective which means they can never really have a standard set of KPI’s because they don’t know what to measure against.

      Excellent criticism and thanks for the feedback!


  • David

    Nice well define four steps. Recently came across new social media website http://www.jinglebird.com. It will be very helpful to create local community that change the way small business trying to reach people in local community. Very interesting…

  • Jpeischel

    This makes me crazy–I keep reading articles about SM strategy, setting goals, etc., but what people really need is some good usability information. An example? Facebook has about the worst Help menu known to man. I’m pragmatic and it’s a lot easier to talk to my clients about the big-picture stuff than how to really use these apps.


  • http://twitter.com/ConnieMcKnight Connie McKnight

    Mike, I had never differentiated Facebook, Twitter, and Linked In in those terms. I’m glad you made the distinction to help find your audience. You’re right – Facebook would be the obvious choice to find brand supporters.

    All of your points make perfect sense to me now that I’ve been blogging for a while. It would be nice if a new blogger had some idea of what to expect in the beginning. It’s so hard to set goals when you’re venturing into an unknown world.

    Thanks for sharing your insights.


  • http://www.ventureneer.com Geri Stengel

    Social media strategy is a lot like Marketing 101:
    What do you want to accomplish?Who is your market ?Where does your market get its information?What kind of information grabs their interest?How will you assess their response? It isn’t all that new and it is much easier with the technology and guidance of the many social media platforms.

  • Anonymous

    Thanks Connie! I really appreciate your feedback.

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  • http://www.online-business-virtual-assistant.com/ Virtual Business Assistant

    Hi Jason, Thanks for sharing this info with us. I came to know about a lot of things with which we can use social media in an effective way to connect with potential customers.

    Singha Roy

  • http://www.allurenewmedia.com Brody Dorland

    Mike – Thanks for the simple process. I do feel though that there are a few vital exercises within the process that also need to be completed, one of which is Social Listening. More specifically, social media monitoring to help you determine which strategic path to follow. Too many companies (and social media consultants) are trying to determine their best course of action without properly leveraging social analytics tools to listen to their marketplace and get a better feel for the who (who’s talking), the what (what they’re saying) and the where (where they’re saying it). A social listening effort that is employed prior to the strategy development process brings so much more context, focus and validation to the effort.

    Now I’m not saying that a social media marketing effort is doomed to fail without an initial listening effort, but those who don’t execute a listening effort are just gambling. For some companies, gambling and experimentation are built into the budget. For most small businesses, they don’t have that luxury and need a strategy that’s going to deliver, right out of the gate.

    The other missing piece is content strategy. Here’s a great article that was just published this morning on the Content Marketing Institute Blog: “First Things First – Content Strategy Before Social Strategy” – http://bit.ly/mEy2xn

    Take care Mike!

  • http://www.facebook.com/jackie.t.ewing Jackie Thorpe Ewing

    Very nicely put Mike. I can add some of your descriptives to my introduction to social media marketing. It is clear, concise and the steps should make it easy for anybody to think about what they want before they implement!


  • Denise Duhamel

    I recently purchased course to help me train to become a Social Media Associate, the problem is this if when having problems and I call for assistance. Their are very nice people on the other line but are foreign and I do not under stand them to help me with my problems in completing this course.

    Does anyone there have any suggestions, I am currently out of work and would like my last job to be a success and not rely on other peoples whims?

  • http://www.socialmarketingdynamics.com/ Sydney @ Social Dynamics

    Great core ideas! I firmly believe that without structure, work and effort would be laid to waste on any form of business ventures. It is essential to build a blanket of goals, as well as corresponding ways to achieve them, and this rings true to building a strong social media strategy.

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