anyway. But they were able to leverage the event using social media, and had a blockbuster day in terms of brand awareness.
Elle experimented with social media promotion of a cover shoot one month earlier with the Kristen Stewart shoot and reported magazine subscription orders doubled for one day.
“The world of technology holds hands Runner’s World leveraged its presence at
major 2011 and 2012 running events, using a branded hashtag and creating unique and immediate content its readers were dying for. As a result, it nearly quadrupled its followers. In just a single 100-day period in 2012, Runner’s World increased itsTwitter base by 100,000 followers without spending a penny on promotion. By the end of 2012, it had built its Twitter audience to 484,463.
If this were a track meet, Runner’s World’s competitors would still be in the blocks: Trail Runner has 20,403 Twitter followers. Running Times has 24,062 followers.
Self created a Facebook app that is a weight loss game and diet programme that can be shared between groups of friends.
“The old way of ‘just create a magazine
once a month, put it out there and then you move on’ is no longer valid,” editor in chief Lucy Danziger told Mashable. “Now you have a 24/7 relationship with your readers who give you feedback on Facebook, Twitter and Pinterest.
Teen Vogue launched a ‘Like to Win’
sweepstake behind a Facebook ‘Like Wall.’ By offering daily prizes, Teen Vogue encouraged multiple revisits. The magazine promoted the contest across print, online, other social media and email. At the end of the contest, Teen Vogue had garnered 60,000 contest
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with print,” she said. “When you are reading a story you enjoy the experience of reading. But when you go online you are in a user head space - you need tools with interactive functionality.”
The Self app creates a micro-community
where friends can come together to tackle their weight loss goals and support each other throughout. Each team of people has access to their own privacy settings to decide who can and cannot see their interactions within the app.
Other magazines have had similar social
media success. Lucky Magazine built a Foursquare page
to offer smartphone-toting followers on- the-go tips for nearby shopping hot spots.