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BREAKING NEWS & VIEWS
Fast Company Mobilizes the TwitteratiMonday, March 30, 2009 Editors everywhere are posting tweet after tweet these days as everyone looks for a business and  distribution they can attach to the Web’s shiny new object, Twitter. At business information magazine Fast Company, they happened onto one formula for success: leverage Twitter with the right audience, at the right time, for the right product—in this case the launch of Fast Company Mobile. The magazine chose the recent South by Southwest (SXSW) digital entertainment media conference in Austin as the right venue to circulate word among digital business leaders that the brand now was available on handsets at m.fastcompany.com. “The opportunity to get the new mobile site in front of so many social media gurus and experts, and avid Fast Company readers, was certainly there for us,” says Tom Limongello, senior director of business development, Crisp Wireless, the mobile enablement company that helped build the site. “Great news!” said the tweet that went out to the magazine’s @fastcompany Twitter account the Monday the show opened. “Fast Company is now on mobile at [URL link] for all you at SXSW and on the go.” The post was re-tweeted by Fast Company editors, by Crisp Wireless and then by some of the 17,000 or so followers of Fast Company on Twitter. A blog post and press release from FC followed. Crisp reports that immediately following the Tweet, the new FC mobile site received 1,155 page views. Ultimately, the tweet and subsequent push drove a 5,000% increase in traffic to the formerly dormant mobile URL. About 18% of Twitter users are accessing and posting the service on their mobile phones, according to recent HubSpot surveys, which makes the platform especially attractive to mobile media. For attendees at SXSW, who are away from their desks, focused on digital media and interested in the business end as well, the overlap of Twitter, mobile and business media was perfect for the launch. According to Fast Company executive editor, digital, Noah Robischon, the brand is already seeing benefits from Twitter and the thousands of followers it has attracted for FC. “The volume of traffic from Twitter has been steadily increasing for Fast Company,” he says. “It was one of the top 10 sources of traffic for Fast Company last month.” The new Fast Company mobile site at m.fastcompany.com is a fairly straightforward mobile reiteration of select pieces of the Web site. It features the latest headlines from the Web site and leads with sections of technology news, design news and “Ethonomics” (the new ethical economics). The site was built by Crisp Wireless, which also powers a number of magazine branded mobile extensions such as Esquire, Redbook and BusinessWeek. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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