Home  › Social › Social Media
runner-s-world

How Runner's World Raced to 300K Twitter Followers

  |  May 29, 2012   |  Comments

Magazine achieved impressive organic growth with three tactics.

Runner's World recently increased its Twitter base by 100,000 followers over 100 days without buying an ad, lifting its audience on the social site to more than 300,000. It has organically picked up 250,000 followers in the last 18 months. For comparison, publishing competitor Trail Runner has 14,000 Twitter followers.

David Tratner, spokesperson for Runner's World, outlined to ClickZ how his brand has become more formidable on Twitter without wearing out its budget. Here are three tactics used by his brand:

  • Runner's World treats Twitter as an extension of its news blog, tweeting information from the blog that helps consumers train for marathons. "The news blog has also positively impacted the website," Tratner explained. "Over the first four months of 2012, the number of unique visitors to Runnersworld.com is up 98 percent over the same period in 2011."

 

  • It employs well-timed hashtag campaigns when possible. On April 16, the brand used the Boston Marathon by encouraging consumers to tweet "#RWBoston". Tratner said, "Monitoring the campaign via Hashtracking.com, [consumers] logged 2,300 tweets from 1,400 people, garnering 18.1 million impressions and reaching 1.5 million users."

 

 

  • During live events, it tweets relevant information as much as possible. On the day of the Boston Marathon, the Runner's World social media team tweeted 66 messages. Tratner said the team has been performing similarly for other major events, including the Houston Marathon (January), New York City Marathon (November 2011), the Olympic Trials held last year, as well as other marathons and half-marathons around the country.

 

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...