The Key Is Creating Spreadable Media

It's not about creating content, but creating spreadable content

by Jason Falls |

When brands first jumped into social media their focus was likely creating “viral” videos. Then blogging became the social media marketing tactic du jour. Then Facebook swarmed the scene. With each tactic, though, most brands have run into the same problem … not enough traction.

Whether their videos didn’t get enough views, their blog didn’t get enough comments or their Facebook page didn’t get enough Likes, most brand’s problems don’t lie in lack of social media savvy, but lack of ability in making their content spreadable.

Sam Ford has been studying media and culture for a long time. By day, he is director of digital strategy at Peppercom. Beyond that role, he is also involved in the Convergence Culture Consortium at MIT, where he used to be its project manager. He brings a practical, real-world experience in digital strategy to the table, but also an academic discipline rarely seen in agency folk.

That’s one of the primary reasons I’ve brought him to speak at Explore Nashville on April 13. See below for registration and a ticket discount. I caught up with him last week to talk about creating spreadable media, which is the subject of a new book he’s working on coming later this year:

You won’t want to miss the business insights Sam has to give at Explore Nashville. He’ll be speaking there, along with an all-star lineup that includes H&R Block’s Scott Gulbransen, The Now Revolution co-author Amber Naslund, Edison Research’s Tom Webster, Return on Influence author Mark Schaefer, Edelman Digital’s Zena Weist, Nichole Kelly of Full Frontal ROI, Tim Hayden from 44 Doors and more. The event will also feature a number of excellent software providers and companies to help you navigate the waters of digital marketing. They’ll bring their knowledge to share as well as their products. This is a must-attend event, so register now!

The full day’s content, breakfast, lunch and a cocktail reception is $400, but let’s see if you’re paying attention. Go reserve your spot (or just use the form below)! Use the Promotional Code ILOVESME and you’ll get the $250 first-100 price even though those tickets sold out!

Explore is a five-city conference event series from Social Media Explorer and presented by Expion and Raven Internet Marketing Tools. Learn more and sign up for email updates for the city nearest you at

About the Author

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).