Over the years, I’ve developed a great respect for Jason Falls, Founder of Social Media Explorer and Vice President of Digital Strategy for CafePress. One of the things that I respect about Jason is his honesty and his pursuit of truth. He doesn’t simply follow trends or rely on what is known or easy. Instead, he has a reasoned perspective that allows him to see the diversity of social media.
To me, the people who really understand social media understand how big it is. Jason doesn’t just talk about Twitter. Or Facebook. Or Pinterest. Or Google+. He doesn’t just talk about the buzz brands in social. He talks about it all. What he really follows is results. He wrote a book about email marketing and has written about forums time and time again. In April, he threw out a startling figure: 90% of trackable discussions around the banking industry happen in forums.