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A Social Media Profile of
Matt Johnson, VP Marketing,
Tough Mudder

A Social Media Profile of
Matt Johnson, VP Marketing, Tough Mudder
By Tim Savage

Name : Matt Johnson, VP Marketing, Tough Mudder
Twitter : @mjohn
About.me : MattAJohnson
LinkedIn : MatthewAJohnson


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Social Media Marketing Vision


Matt Johnson of Tough Mudder has built a brand by optimizing social media as a content distribution channel. Brands are to bring content to people that they want to consume. That content fortifies the followers and customers of the brand. Tough Mudder engages its brand managers to create content that fits into the culture of each social media network as to engage the user and to increase the sharability of the content. This way, the brand of Tough Mudder grows first and the number of followers in the social network grows second.

Social Media Tip


  1. -90% of the work is creating the content.
  2. -Think of the content first and the social media network second.
  3. -Lead your team to think of social media as the distribution channel for the content.

Future of Social Media


  1. -Social media will focus on distribution of free content by brands and people.
  2. -People will look for and expect a higher level of content value from the brands they purchase from.
  3. -A new term will take the place of “social media” to better represent the medium’s distribution direction.

About Tough Mudder – Probably the toughest event on the planet® – Tough Mudder events are hardcore obstacle courses designed to test your all around strength, stamina, mental grit and camaraderie. With the most innovative courses, over one million inspiring participants worldwide to date, and more than $5 million raised for the Wounded Warrior Project, Tough Mudder is the premier adventure challenge series in the world.


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Tim Savage

Founder at TalentAttach
TalentAttach is a people finding agency. We find people through methods recruiting, marketing and business development. Our team delivers an organization building process called ‘One @ A Time’. Where we focus on each person that is reached through our recruiting marketing and sales efforts as to strengthen relationships, marketshare and revenue. This metrology was developed by the founder, Tim Savage, from his experience in recruiting, marketing and business development.
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