This week’s “Influencer Who Inspires” is Jason Falls of Social Media Explorer. We admire Jason for his honest approach to social media and we are avid readers of his very popular site, Social Media Explorer. Jason, who resides in Louisville, KY, is an author, keynote speaker and CEO of Social Media Explorer. He continues to be a name that surfaces at or near the top of conversations and lists of thought leaders and top thinkers in the emerging world of social media marketing.
How would you describe what you do for a living?
I do one primary thing in about three different ways. SME Digital, my agency, helps companies develop digital and social marketing strategies, execute them and measure/optimize results to drive business (unit sales, revenue or costs). My information products add the other two components: Explore Events helps anyone who wants to attend a two-day, intensive digital marketing strategy event and The Conversation Report analyzes online conversations and reports insights around specific industries (or clients for custom reports) to help businesses make smarter decisions about their social marketing. In a nutshell, – Agency – Events – Research – is what I do.
You recently tweeted to PR folks about how they approach you and that you are “one of them” – what prompted that and how do you handle being on both sides of the PR equation?
It was likely prompted by me being critical of public relations professionals, then having them attack me for it. Those that are easily put on the defensive about the PR craft tend to point fingers at me and infer that I don’t know PR, that I’m just a “social media consultant.” But I spent 20 years as a PR and journalism professional before social media marketing ever happened. So I was probably saying, “I am one. Thus, I’m qualified to point the finger a bit.” The way I handle it is by just trying to coach and teach and perhaps lead by example. ‘Lots of public relations professionals still assume that “spray and pray” and spamming people works best. I only hope to educate them that there might be a better way to approach outreach. Quality outreach is far better than quantity, and you can sleep at night knowing you’re not a spammer.
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What’s next in PR now that social media is a given?
I think PR is the new journalism. With all the noise out there in the media world and declining numbers in usage and revenues in traditional mediums, public relations professionals (and current journalists who will become them) have the opportunity to become the media. Those that do so in compelling ways will have better public relations programs because they’ll become a direct conduit to their publics.
What’s the best social media campaign you’ve seen (besides your own) in 2012?
H&R Block’s Stache Act is by far the most compelling. To have a stoic, conservative brand like H&R Block get behind a silly tax incentive for mustached Americans and stage a Million Mustache March on Washington, etc., just gave the brand personality and showed that they could reach beyond the tried and true “Let us do your taxes” messaging, in order to reach a new audience.
That, and Charmin‘s Twitter account. Holy cripes, they’re funny.
How did you initially get your “feet wet” in social media?
I spent 8-10 years blogging and exploring social networks and forums for personal entertainment. My old humor blog actually gained a bit of traction when I moved it to MySpace in about 2003. I learned how to build an audience, promote my content and connect influencers to what I was doing. Then in 2006, I started from scratch with an arsenal of experience in the business segment rather than the one focused on telling dirty jokes and made up tales of drunken debauchery. Heh.
Can you tell us a bit about your book “No Bullshit Social Media” and why someone would want to purchase it?
Aside from the crafty title, the book’s real appeal is that it’s a blueprint for social media strategy. We walk you through the seven reasons (goals) your business might implement social media tactics and coach you through the process of developing a sound, strategic approach to using social that will drive measurable results.
As the Founder and CEO of Social Media Explorer, your approach with SME Digital involves Full Frontal ROI methodolgy, can you explain how this is unique to the industry?
The Full Frontal ROI methodology, which was developed by my partner, Nichole Kelly, essentially places social media marketing squarely in the crosshairs of business strategy. Everything we do is focused on real business metrics — unit sales, revenues and costs — rather than soft metrics. Sure, we can help you drive more fans and followers, but we know we’re ultimately judged on your bottom line and how social media and digital marketing contribute to it. So that’s what we focus on. It’s unique to the industry because most other social media agencies or digital marketing shops focus on the fluff metrics and Kumbaya of social media. We know it’s about business or it’s a hobby. And how many business owners out there consider what they spend time and money on to be a hobby?
What is next for you for the remainder of the year heading into 2013?
Two more Explore events (Orange County, Calif., this week; Portland (Ore.) in November), another The Conversation Report, this one on the restaurant industry, and continuing to help our clients kick ass. And I fully expect 2013 will be much of the same. That’s what we do.