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.”
— Runner’s World (@runnersworld) May 24, 2012
- 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.”
— Runner’s World (@runnersworld) April 15, 2012
- 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.
It’s time to make the Olympic Marathon more competitive, Amby Burfoot writes. Here’s how: ow.ly/a9BEE
— Runner’s World (@runnersworld) April 9, 2012
Instagram marketing is becoming more interesting with the introduction of its own tools, but we may still feel the need to use further platforms for more detailed insights, management, curation, monitoring.
Few digital terms are as dirty as clickbait. It's the scourge of the web, and Facebook recently announced a News Feed update aimed at reducing the prevalence of clickbait headlines on its service.
With so many bloggers and blog posts storming in every day, it is hard to stand out. The secret to creating an outstanding blog is to cultivate a community around your blog.
You don't have to be a large B2B company to create an impressive LinkedIn presence, all you need is the focus on the right direction and the consistency to succeed in your social efforts.