Breaking Into Facebook With Break Media — An Interview With Chris Strickland

By Dennis Yu 

On the Internet, funny and interesting videos reign supreme as the leading form of entertainment. You’ve most likely been exposed to them at some point: There are videos of pranks being played, and people and animals doing crazy stuff. There are countless videos of parodies, events, and the sometimes-confusing memes. While YouTube holds the title as the most popular video-sharing site, is one of the forerunning portals for entertaining media, with an audience of 455,000 people on Facebook, and nearly 45,000 people talking about it.

Chris Strickland,’s social media manager, was kind enough to answer some of our questions about how he manages the social media side of Break Media,’s parent company.

Q: What’s it like being the social media guy for Break?

A: The first thing I do when I get into work is schedule all of my posts on Facebook and Twitter for the day. is updated hourly with trending videos, so I’ll look at which ones are being shared the most and post those.

Next, I’ll check in with my team about the day’s agenda. is one of many sites in the Break Media network, which also includes YouTube channels like our new AWEme channel, so we’re usually promoting two to three important pieces of content each week.

The content ranges from original series like “Man at Arms,” to episodic comedy, which includes “Honest Trailers,” and branded content like our “Just Face It” series with Nivea. Promotion for each can include ad campaigns, community and PR outreach, and leveraging our owned-and-operated channels to cross-promote and drive views.

Social media encompasses more than one department, so next I check in with our editorial, sales, or product team. We’ll look at traffic numbers (editorial), social activation requests (sales), or sync up on important site initiatives (product).

Then, I’ll go to Starbucks.

Q: What role does Facebook play in driving traffic to Break?

A:  Facebook is the biggest driver of social traffic, so it’s important to keep our fans engaged on the platform. We’ve experimented with using Facebook to drive video views of YouTube content, and we have seen the biggest effect on views when collaborating with other Facebook pages to share relevant content. For example, Cartoon Network’s Adventure Time and Fox’s New Girl shared a couple of our videos in April and received a great response from their fans.

On specifically, we try to make it as easy as we can for our users to share this week’s funniest cat video with their Facebook friends.

Q: How do you measure return on investment from Facebook, and what challenges do you face?

A:  We measure ROI from Facebook in several ways: fan growth and reach, referral traffic, and engagement on platform. Consistency in reporting is definitely the biggest challenge; Google Analytics, YouTube Analytics, and Facebook insights often don’t match up. Bottom line, if more people are watching Russian dashcam videos on Facebook and debating “Real or Fake” on, that’s a good thing.


Q: What do small businesses need to know about posting video to Facebook?

A:  Small businesses need to be prepared to invest time and resources into any Facebook strategy. I think brands that do well on Facebook post consistently, capitalize on real-time events (think Oreo during the Super Bowl blackout), and amplify their best content with paid campaigns. Don’t post all of your content, only your best. Keep your copy short, ask questions, and post pictures in between video links to keep your fans engaged. Watch the video and experience sharing it before you ask your fans to do the same thing. Think like a fan first, marketer second!

Q: What’s the most awesome video you’ve recently seen?

A:  Easy: This dog waking itself up by running into a wall.


About Chris

Chris Strickland is the social media manager for Break Media. When he’s not posting engaging content, he likes to spend time with his father checking out different baseball stadiums every year, or traveling abroad to France to visit with his mom. You can also catch him at the Outside Lands Music Festival in San Francisco, where he may put you to shame at Wiffle Ball, foosball, or, if you’re feeling like drinking, beer pong. On the side, Chris shoots sketches for YouTube Channel Strickly Viral.

Chris’ passion for social media started when he began using it to market Strickly Viral’s sketches. In April 2011, he was on the winning team in a 48-hour viral video competition hosted by Ashton Kutcher’s media company, Katalyst. The winning concept, “Mr. Social,” was about one man who must use social media to survive in cities where he has no friends, money, or a place to stay. The competition propelled Chris headfirst into the world of social media, and he hasn’t looked back since. You can reach him on most major social networking sites:

FacebookTwitter | LinkedIn | Instagram