MSM|August 12, 2011| Author: Kim LaCapria|Tags:

The Weather Channel Hooks Up With Twitter to Up Engagement

Getting weather news over network TV is something that may feel as if its going the way of the phone book. but The Weather Channel is not going down without a fight- the service is teaming up with Twitter in a deal financed by Citi to engage viewers on multiple platforms.

Terms of the deal were not disclosed, but The Weather Channel and Twitter will be sharing the revenue from Citi ads that will be integrated throughout the partnership. The integrations spans several platforms-incorporating tweets into broadcasts, but more notably bringing Weather Channel content to mobile devices and Twitter users as well as targeting 220 local markets with individual weather-related Twitter accounts.

On blogs and social networks, weather is an enduringly huge topic that can bring massive traffic. A press release announcing the partnership offers up some stats about user engagement on the topic of weather:

  • On an average day, U.S. users send approximately 200 weather-related Tweets per minute
  • On an active weather day, U.S. users send between 300 to 500 weather-related Tweets per minute
  • Significant weather events can generate more than two million Tweets per day
The strategy was developed in part with digital agency Razorfish to optimize user engagement across the platforms included, and executive vice president of digital products at The Weather Channel, Cameron Clayton, commented on the push to adapt The Weather Channel’s content to newer mediums:
“Weather is the ultimate social content; it’s guaranteed to spark conversation among family, friends and complete strangers… Adding Social to all of our platforms makes our storytelling more complete, enabling us to partner our expertise and forecasting with real-time local input about the weather from our consumers in a way that is relevant and personal.”
Wiredset, a digital marketing agency specializing in real-time content, will be analyzing the socially-culled content using a proprietary platform to integrate it into broadcast programming.