Jason Butler Joins DS as Sr. Director of Product

Dec 10, 2014
Jason Butler
Jason Butler

We are very pleased to welcome Jason Butler as Senior Director of Product Development for Digital Services.  Jason is a veteran in digital product development, having led the development of news, commerce and search platforms- inside and outside of media, with major news organizations and startups – and always with a strategic focus on serving the needs of the audience.   

NPR’s Facebook page and its 2.3 million-like audience is made up of users from thousands of cities across the world. We wondered: what if we focused on just one city?

The question arose after identifying a somewhat obscure Facebook feature that allows anyone with a Facebook page to customize posts by location. This means, for example, that you can post a story about Boston and modify it so that only users in Boston will see it in their Facebook feed.

Last October NPR Digital Services and Digital Media used this tool to launch an experiment with member station KPLU, in which we shared selected content on NPR's Facebook page, but only for the eyes of the Seattle region (KPLU's market). Four months into this experiment, we’ve made some unexpected discoveries around Facebook communities and the power of localization on a national platform.