Some listeners of The Bella Buzz podcast might be old enough to remember how interesting it was that a 24/7 all-weather television network appeared on their cable television (1982 btw). Many questioned whether it would be possible to sustain viewers and maintain an actual business with this format. The answer became a resounding yes.
Today, the information The Weather Channel distributes has landed on numerous forms of media beyond the coaxial cable systems. We are delighted to have Vice President of Brand Strategy, Derek Van Nostran, join us to discuss their efforts in using social media to drive their content.
Our timing for having Derek as a guest was quite appropriate as we just had a very early Nor’easter snow storm in New England termed #Snowtober all over Twitter.
The Weather Channel has been receiving some recognition, including a Technology Association of Georgia (TAG) Excalibur Award for their Weather Social project. Weather Social incorporates the volume of activity and conversation taking place on Twitter, and appears on a segment of the broadcast. It is literally possible to “view” the progress of a storm front by monitoring the activity of people on the social network.
It takes a lot of technology to parse the volume of data that appears, even when looking at just one single social network like Twitter. The Weather Channel relied on Wiredset and Trendrr to help them excavate the relevant information among the noise.
Some companies have come to realize that they actually do have a valid social media strategy, many still have not, but for The Weather Channel the strategy clicked when they realized that by incorporating the local nature of weather with the local nature of social media, they could improve their ability to cover a story. Thus, the birth of millions of “Social Meteorologists!”
The new iPad app is a tremendous upgrade from previous versions, as they came to understand that users wanted to be able to access the basic weather information first, and then drill down into the details in more time. The full earth view is tremendous!
Thanks for your time Derek! Looking forward to the continuing evolution of The Weather Channel, integrated in exciting ways into our every day lives.
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