Jason Falls

My house is an easy, 20-minute, rush hour commute from my office via the Interstate. Unless it’s raining or there’s an accident somewhere along the way, I can zip into work on a fairly predictable path.

Tuesday was one of those accident days, so I took the back way, along River Road, a beautiful, almost tree-covered path along the Ohio River to downtown Louisville. The drive reminded me that our path to finding the right social media solution for our clients or organizations can also become routine, stayed and predictable. Every now and then we need to veer off the beaten path to ensure we’re seeing the forest as well as the trees … and the birds, the chipmunks and the kids waiting for the bus.