Your Brand's Biggest Challenge
Your Brand’s Biggest Challenge
Your Brand’s Biggest Challenge

The biggest challenge your brand faces in its social media marketing success has nothing to do with Facebook. It doesn’t even have anything to do with technology. In fact, the biggest challenge your brand faces in business, not just marketing, is your ability to understand one simple tenant: It’s not an end sum game.

You have customers. You also have prospective customers, on- and off-line. Your competition does, too. And they will tomorrow. So will you.

But our competitive bloodlines force us into thinking in order to win at business we have to beat the competition. Depending upon what your company does, there may very well be a finite number of customers in your market. But chances are, if you get half of them, you’re going to be successful beyond your wildest dreams. So why focus on all of them?


Certainly, growth is an ongoing focus for every company. But it’s not an end sum game. You can welcome scads of new customers everyday until the end of time and not get them all. Why not focus on a profitable number of customers and a profitable growth rate and stop trying to own the market. Doing so only distracts you from being really good at being you. And that’s what your customers want … you.

There’s enough manna to go around, my friend. You’ll get yours. If you do a good job, you’ll get it in plentitude. And its okay if your competition gets theirs, too.

You’re never going to get all the customers, all the fans, all the friends. People are too fickle for that to even be possible. So overcome that big challenge and stop trying. Instead, focus on being really good at being you. Not something bigger than you are.

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About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at
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  • tysoff

    That is both the beauty and the danger
    of social media. Businesses can access millions of consumers in seconds;
    however concerted efforts must be taken in order to make sure that the right
    ones receive the right message. The great thing about social media is that it
    naturally categorizes users into targeted audiences. Organizations should take
    advantage and tailor their efforts, be that content generation or consumer
    interaction, based on that inherent segmentation.

  • Personally, I think focusing/worrying about the competition hinders your growth. Worry about yourself and what you can do to better service your customers and you’ll grow faster that way. Nothing wrong with keeping an eye on the competition, but if that’s all you’re doing and worrying about, there’s a problem.

  • Ozio Media

    A company, or personal brand, is the most valuable asset when building a company. It must be treated with care, with focused intentions, and unwavering perseverance. You are so right that the end sum game is not getting the most new customers, but in building a strong reputation with the right customers. When interacting and building helpful relationships people begin to want to know more about you. This in turn leads to greater person to person and word of mouth marketing. That’s the goal of every brand builder! Building your brand takes time and, when done correctly, leads to profitable long term success.

  • You can’t engage your audience until you have an audience to engage.Once you have the audience, don’t forget to engage. Engagement is how you will keep an audience. And its fair easier to keep a relationship than to create a new one.

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  • Totally agree! And this doesn’t just apply to social media, it can apply to our life choices and goals too. We shouldn’t set our hearts in changing the world on our first try. Sure, we should form a bigger picture, but the wisest thing to do is to take little steps towards that goal. Little by little, continuity and excellence can be achieved.

    • Well said, Sydney. Thanks for commenting!

  • Great insight, Jason.

    …You’re point hits on the concept of digging a hole a mile wide and an inch deep vs. inch wide, mile deep.

    The latter is how you establish yourself as an expert in your niche/industry.

    • Well said Chase! Thanks for commenting!

  • Jason,

    I think this is something that all bloggers and all marketers need to take into account. One that many of those with successful businesses have told me is that if you try to everything to everybody, you’ll be nothing to nobody. It comes back to quality vs quantity in my opinion. I’d rather have high quality customers, then a high volume.

  • Great Article Today! This is a must read for all Marketing Professionals!

    • Thanks Brent. Appreciate you saying so, my friend.


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