Gayle Weiswaser, VP of social media communications at Discovery Communications, let's us in on her strategy.
“Our philosophy on social media is to use it as a platform that enhances the viewing experience and the relationship with the viewers.”They have 4 primary goals for their social media plan:
- Build relationships and engage with fans
- Personalize the brand
- Strengthen fan-talent relations
- Drive tune-in rate
Content relevancy is how Discovery excels at keeping their conversations going. "We serve as a curator of topics for our fans," says Weiswasser. Content may not directly relate to the show, but it still is relevant to the topic, which makes it interesting and engaging. For example, on the What Not To Wear page, you'll find links to the fall's top fashion trends. This keeps fans and followers in the conversation, and offers itself as not just an entertainment site, but a resource for related information.
All in all, it's most important to remember that content quality is top priority. More people should follow Weisman as she says, "We want the content to speak for itself. If it's compelling, people will want it-that's how we got this footprint." Stop obsessing about hitting a certain number of likes or followers and make sure your content is still king.