Author: Jonathan Crossfield

Jonathan Crossfield describes himself as a storyteller because writer, editor, content strategist, digital marketer, journalist, copywriter, consultant, trainer, speaker and blogger wouldn’t fit neatly on a business card. Jonathan has won awards for his magazine articles and blog posts on digital marketing, but that was so long ago now it seems boastful to keep mentioning it in bios. He lives in the Blue Mountains near Sydney, Australia, with a very patient wife and one very impatient cat. Follow Jonathan on Twitter @Kimota.

By jcrossfield published March 13, 2016

Is Your Social Media Content as Popular as You Think?


Marketers use a variety of metrics to collate, crunch, and calculate how their content performs in social media. Metrics such as shares, retweets, and views are often the easiest and most obvious to gather, but they may be the most deceptive and unreliable when evaluating whether your content is genuinely making a difference.

The marketing industry has a terrible habit of devaluing perfectly serviceable words and phrases by turning them into vaguely defined whiffle-dust. These buzzwords might add impressive-sounding sparkle to a strategy, but they usually conceal the lack of any genuine substance capable of driving measurable business outcomes.Continue Reading

By jcrossfield published December 21, 2015

Is Viral Content Making You Sick?


Most of us know that achieving a viral hit is a crapshoot, even for the most skilled marketer. Your content is subject to the capricious, anarchic, unforgiving, cat-loving whims of the Internet. Yet, some still exploit meme culture to spread brand messages without understanding what it really means to “go viral.” [Face palm.]

So far, I’ve written this regular column on social media with barely a mention of the “v” word. Debunking the concept of viral content always seemed like too much of a slam dunk. How should I fill the remaining word count after stating the obvious in the first 100 or so words?Continue Reading

By jcrossfield published November 15, 2015

When Followers Attack: A Monty Python Guide to Maintaining Social Media Harmony


The day starts like any other – a bit of trivial hashtag banter, a share of a new infographic, and answers to customer queries. But then an unexpected and highly negative comment kicks you right in the sentiments. Followed by another. And another.

You try to take the complaints offline. “DM me your email,” you tweet. “Call our support line,” you post on Facebook. But the attacks, complaints, and heckles keep on coming.Continue Reading

By jcrossfield published September 18, 2015

Social Media Automation: A Little Less Conversation, a Little More Action


I’m a strong believer that good writing should never sit on the fence, which is why I was pretty scathing in my column last year about social media automation. If a magazine column can be said to have a sequel, then this one should probably be retitled “Automation Wars 2: Jeff Bullas Strikes Back.”

Except Jeff is so likeable in person, I doubt he’s capable of striking anyone, never mind a grumpy magazine columnist. Jeff is consistently ranked as one of the most influential social media marketers in the world. A key part of his strategy is social media automation.Continue Reading

By jcrossfield published July 12, 2015

Why BuzzFeed Shouldn’t Blow Your Marketing Mind


“Roll up! Roll up! Ladies and gentlemen, prepare to be amazed! In this tent is something truly horrifying. Gentlemen will shudder. Ladies will swoon. Children will scream. Can you bear to look upon these monstrous freaks? Enter … if you dare!”

We all know the game by now. Carnival barkers use showmanship and staggering levels of hyperbole to make passers-by so curious that they just have to give a coin to find out what is beyond the gaudily painted tarpaulin. The disappointment they usually experience inside the tent is almost expected, but that’s part of the fun. There’s an unspoken agreement to play along. After all, it doesn’t cost too much, probably only lasts a few minutes and – importantly – they go to the carnival in search of exactly this kind of cheesy thrill.Continue Reading

By jcrossfield published February 11, 2015

Don’t Believe the Hype: What Ello Really Means for Content Marketers

Grid of FacePrint magazines being what they are, I pitched the idea of writing about the invitation-only, ad-free social network, Ello, at the beginning of October 2014. This was not long after both mainstream media and various online marketing communities achieved peak Ello hype. At the height of the noise, Ello was apparently generating 4,000 requests an hour and there was even a black market for invites on eBay.

Meanwhile, the interwebs were full of repetitive articles pontificating about whether Ello could be the one to finally knock Facebook from the No. 1 spot in the social media charts.Continue Reading

By jcrossfield published December 5, 2014

Group Think: How to Improve Your Social Content Results


About once a week, my letter box contains a real estate flier. “We recently sold a house in your area for a record amount,” declares the smiling, yellow-jacketed headshot. “Have you considered selling your home?”

Not really. We’re renting, so I’m pretty sure our landlord would have something to say about it. We hope to buy in the area next year, but with this sort of messaging we’re not exactly optimistic we’ll get a fair price.Continue Reading

By jcrossfield published October 8, 2014

Are Social Media Content Agencies and Experts Taking You for a Ride?


There are many agencies, consultants, and “experts” living off the perception that social media marketing is a complex science, beyond the ken of mere mortals. Their social media content strategies are driven by as many graphs, metrics, and loosely defined abstract concepts as the client is willing to pay for.

It’s a sleight of hand that creates a lack of genuine accountability. Many clients outsource because they’re convinced they lack the knowledge to manage, let alone measure, their social media content efforts. This leaves the agency to not only drive the strategy, but also to advise on what success or failure looks like. Some even control the tools that measure their own self-serving KPIs, plugging easily achieved numbers into agency-devised equations to calculate (cough) “goals” such as “return on experience” or “brand engagement.”

Continue Reading

By jcrossfield published August 10, 2014

The Future of Social Media Content Strategy is Really Déjà Vu

hand-social media strategiesRemember all those articles a few years ago that predicted Google+ would overtake Facebook and revolutionize search? The +1 button was going to be the most important social media share button you could, you should, you MUST install on your blog.

Now there are articles predicting the slow dismantling or downgrading of Google+, potentially eroding the efforts of those who did commit to the network.

Articles that attempt to predict the future of social media make for great link bait. We’re all desperate to avoid some shiny new toy eroding our advantage or destroying all our hard work. That’s why most of these articles focus on the new technologies of the day, written in a tone that implies an impending threat if the reader doesn’t adapt quickly enough.Continue Reading

By jcrossfield published June 15, 2014

How Automating Your Social Media Content Can Hurt Your Brand

social-meda-content-automationI have a rule. Actually, I have many rules, but you don’t need to hear the ones concerning black jelly beans or why tequila is no longer allowed in our house. The rule that’s relevant to this column is about Twitter, and although it may seem arbitrary, it’s about maintaining certain standards for social media content.

When I follow someone, if I receive an automated direct message a few minutes later to thank me, I unfollow immediately.Continue Reading