You’ve heard this part before: Earlier this year when The Tonight Show announced Jay Leno was departing as their beloved host, “A Battle for Late Night” began. NBC had to decide who would take over the show from a buffet of hosts depicted in the chart below.

Leno_Battle_for_Late_Night_Chart_largevia HollywoodReporter.com

As you can tell, there were a lot of factors to consider like demographics, ad revenue, and audience size – just to name a few. Though soon, it became apparent what grabbed the network’s attention: a digital audience. Without a doubt, NBC was left with only one contender…

Jimmy Fallon.

For many people, it is no secret that Mr. Fallon is a master in the social media realm. But for those less familiar, let’s dive into the ingredients that led to his recipe for social success.

12 Million Twitter Followers
In 2008, Jimmy Fallon was still a cast member on the show Saturday Night Live. It was in that year he joined Twitter to manage the conversations revolving around his skits. For a comedian, Twitter served as a great platform to receive instant feedback on the success of a joke.

His followers remained loyal during his transition to talk show host, and Fallon continued to provide snippets he knew his digital audience would enjoy. This mutual relationship allowed Fallon to leverage his highly engaged audience and incorporate them into his show with Tonight Show Hashtags. During the show, he announces a hashtag on Twitter which people must tweet back with their own responses regarding the topic. He then shares his favorites on the show – and boom – a positive user-generated segment.

24 Million YouTube Hits
Fallon understands engagement. He knows the majority of his audience is active online, and therefore, he provides a large sampling of his show’s clips for instant access. Through SNL he understood, that short segments sell, and now he is able to do this primarily through his YouTube Channel.

While at this point there is a new viral reel shared every week, we can’t forget our favorite that started it all – #Hashtag with Justin Timberlake.

2 Apps
Now you may be asking yourself, “I thought there was only one app for The Tonight Show?” Well you would be right, there is only one. But, when Jimmy Fallon was hosting Late Night, he also had an app. However, the app had difficulties with functionality; and as you know, apps should only be created for an enhanced experience.

Fortunately, the comedian and talk show host learned from these mistakes and now has an app that is reported to do the following: “Viewers can use the app to submit content for interactive challenges that may be featured on-air, play custom Jimmy themed games and get exclusive messages from Jimmy and the show.” Therefore, the app serves as one more way for Fallon to connect to his viewers.

1 Winning Digital Strategy
So what can we learn from all this?

What all of these channels demonstrate is the knowledge that Jimmy Fallon has about his audience. He knows what they want, when they want it, and he knows how to provide it for them by listening and engaging.

Whether it is on his website, YouTube, Facebook, Twitter, Google+, Instagram or Tumblr page (phew that’s a lot of interns) you will find:

–        Consistent, but not repetitive messages
–        Cover Photos that match his other platforms AND his website
–        And of course – highly sharable and visually engaging posts

These elements allow Jimmy Fallon to extend his genuine personality beyond the television and into every screen you come in contact with to result in a cohesive digital strategy.

So if you are ever left feeling uninspired for your own social media accounts, visit some of the pages listed above and see how to manage your social brand like a pro.

Go ahead, get out there and start engaging! And as always, we are here to help – feel free to leave any of your questions in the comments.

About the Author: Deanna Zaucha the Retention Marketing Coordinator for Pagemodo, and also manages our social media presence. Can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech.

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