Start Here

Hello and welcome!

Sometimes it can be daunting to know where to start, this page will show you around.

First off, what do I write about?

I explore social media through the lens of:

• Long-term strategy to avoid getting mired in hacks
• Timeless principles and avoid passing fads
• Metrics that matter to resist the pull of hype and bullshit
• Leveraging psychology and human behavior
• Game theory and user behavior of social platforms

I recommend you sign up for my weekly newsletter. Each week I share new articles, insights, and principles into social media and influencer marketing

Ready to explore? Here are some of may favorite blog posts:

• The Future Of Social Advertising: The Definitive Guide
• What YouTuber ZHC Can Teach Us About Advertising
• Hero, Hub, Help: YouTube Content Strategy
• TikTok: How I Went From 0 To 60k Followers In 6 Months
• Flicker, Flash, & Flare TikTok Content Strategy For Brands

About Me

I am Partner & Chief Social Officer at independent creative agency Mekanism.

I’ve been working in social media & influencer marketing for 15 years. I was among the first to do influencer marketing on YouTube back in 2006. Over the years I’ve been fortunate enough to have worked on award winning and innovative social campaigns for brands such as Mountain Dew, Unilever, Amazon, and The Olympics.

I was named to the Forbes 30 Under 30 list in 2012 and am a member of Vidcon’s Advisory Board.