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BREAKING NEWS & VIEWS
It's Martha's World—We Just Tweet In It To learn more about how Twitter fits into the fabric of MSLO, we spoke with Gail Horwood, SVP, digital programming & strategy, MSLO. min: How is MSLO using Twitter to enhance your brands? Gail Horwood: We want to be where our consumers are, and our consumers are on Twitter, as evidenced by the number of followers Martha got so quickly. Martha is an avid technology enthusiast and she started using Twitter .jpg) on her own to give people a real-time glimpse into her daily life. It’s her authentic voice that drives our "Twitter-ship." Since Martha is what inspires our content, her tweets become a very organic way for us to drive traffic to the sites. For example, when followers like a recipe Martha tweeted, she instructs them to find more at @EverydayFood. When she does a demonstration or a book signing, such as her recent book tour for Martha Stewart’s Dinner at Home, it creates a consumer interest that we see reflected in increased traffic. min: How active are your editors on Twitter, and what is the overriding concept behind their tweets? Horwood: Our social strategy is to be where our consumers are and to provide them an authentic and relevant experience on any platform they choose to use. This fits perfectly with what has been the company's Omnimedia strategy. We are uniquely structured to take advantage of social media where personality reigns as we have a staff of expert editors. Editors at @EverydayFood, @MarthaWeddings and @BodyandSoulmag are all very active and informed Twitter users. They update regularly, reply to followers, follow trending topics and apply hashtags where appropriate. We’re working with them to keep them current on best practices and new trends in this ever-changing medium. min: Can you provide some examples of MSLO's integration of Twitter? The most notable integration has been on The Martha Stewart Show. Martha will sometimes instruct viewers to submit questions via Twitter using the #AskMartha hashtag, and she’ll answer a few on the air. Darcy Miller of Martha Stewart Weddings also fields questions from Twitter during her appearances [on the show]. We announced her segment a few days before on the @MarthaWeddings account and sorted through all those containing the #AskDarcy tag. Twitter is not just about leveraging another medium. It’s incredible digital glue that connects various media together—TV, radio, print, mobile and Web. For example, Martha visited Ted Turner’s ranch in Montana recently—that event resonated with TV viewers, Twitter fans, bloggers and magazine readers. The payoff is always rewarding loyal viewers and followers with regular access to Martha, her terrific guests and her stable of experts. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Managing Editor - Thomas Publishing
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