Evolution, Meaning and Managing The NYSE's Social Media - Matthew Kobach - #216

**Chris Williamson** (0:00)
Oh, hello, friends, welcome back. My guest today is Matthew Kobach, and he is the man who single-handedly turned the New York Stock Exchange into a social media behemoth. Plus, he's a very interesting guy, and he has a fantastic mustache that makes me nostalgically jealous for the passing of my old one. We get into literally everything today, including evolutionary signaling, psychology, ancient philosophy, social media strategy, and an awful lot more. Really, really enjoyed this episode, and the projects that Matthew's got coming up soon sound super interesting. So go and check him out online. I highly recommend you follow him on Twitter. He's a very, very smart dude. In other news. This episode is brought to you by fitbook.co.uk. There has never been a better time to sign up to FitBook than right now. After six months of everyone having no access to gym equipment, we are all finally re-released into the wild and FitBook is the perfect resource for you as a fitness professional to build a bigger client base. That is exactly what you need to do right now. You do not want to start slow, try and get to Christmas, limping through with a couple of clients, get yourself on FitBook and you will be part of the only company in the UK who provide the public with vetted and monitored health and fitness professionals. Everyone on site is also DBS checked and their work is monitored. So it's a great way for all clients to find health and fitness professionals that they trust and you can be one of them. Not only that, but research from the IDEA Health and fitness Association shows that 45% of health and fitness professionals do not have the qualifications that they say they have. Imagine you turning up to go and see a PT and it turns out that he's a chef or like he's a mechanic or something. He starts trying to put a nut and bolt in the side of your ankle. No, you do not want that. You want to set yourself apart from the crowd and fitbook.co.uk is the best way to do that. Not only that, but you can get 50% off your membership as a fitness professional with the code Modern Wisdom. Just fitbook.co.uk, enter the code Modern Wisdom for 50% off. Or if you're a client, if you need a new PT, masseuse, physiotherapist, whatever it might be, just go and you can browse all of the vetted and checked fitness professionals for free at fitbook.co.uk. But for now, it's time for the wise and wonderful Matthew Kobach.
That facial hair is absolutely crushing it. It's making me wistful for my old mustache, which is now gone.

**Matthew Kobach** (2:44)
If people are listening to this, I do have a mustache. It's been four months since I've had to see anybody. So I decided in that four months to grow a mustache, because really to see if I could. Like it's a challenge to myself, and it turns out I can.

**Chris Williamson** (2:57)
Every guy that I know who's had latent mustache desire for the last few years of their life has been like, yes, this is the opportunity I've been looking for. A global pandemic, when I don't have to see anyone. Let's grow some ridiculous facial hair.

**Matthew Kobach** (3:13)
The pandemic has been bad for a lot of people, but great for mustaches.

**Chris Williamson** (3:17)
The stock price of mustaches. Anyone that was long mustaches in February time. What a return.

**Matthew Kobach** (3:27)
They've seen a heck of returns, that's for sure.

**Chris Williamson** (3:30)
For sure, man. So talk us through, give us a bit of background to you. What do you do? What do you do?

**Matthew Kobach** (3:37)
Yeah, so if anyone happens to know who I am, it's solely because of Twitter. So over the past maybe 14, 15, 16 months, I've built up a bit of a persona on Twitter, just by regularly tweeting, just by putting out stuff, really every day. I make it a goal myself to do it once a day. Social media rewards consistency. So literally, however long ago it was, I made a pact with myself that I was going to take everything I knew about social media and apply it to my own personal profile and just see what happens. And it just caught fire, to be honest, you know. It's a little bit of luck, a little bit of knowing what I'm doing. And over the past 16 months, it's gone from like a thousand to, you know, 65,000, whatever it might be. And it was because I work professionally in social media, so I've been doing this for over 10 years. And I know what kind of works. I at least know what works for brands. And I kind of decided, why don't I take that same concept, apply it to my own personal profile, and not do it in a way that's deceiving or that I'm not being true to what I think or who I am. But just like, let's write tweets in a way that I know works. Let's talk about things that I know people are interested in. And it took off.