I am an avid runner and I love it! Signing up for races gives me a goal to work toward and a time to beat. I also love reading about running. As soon as I began subscribing to Runner’s World (RW) I was opened to a new world of running, not just through print but social media as well.
RW is excited about something most people dread…running. To be honest I used to feel the same way, the only reason why I signed up for my first half marathon two years ago was for accountability to work out consistently. RW helped change that. I have relied on RW for advice, motivation, and information. RW’s goal is to help its audience achieve their running goals. When subscribers reach a new running milestone RW has ultimately reached a goal for themselves as a company.
RW makes me feel like I am part of something special. I have used their training plans and eating guides when training for my first three half marathons and plan to use them again in the upcoming weeks when I start training for my first marathon. Bottom line: people trust them when it comes to running.
One of my favorite things about RW is that they use their most beneficial resources when it comes to social media…their employees. RW actually has their employees tweet while they run races. This proved to be an advantage for them in the Boston Marathon. Their tweets were some of the first to come out regarding the attack. Runners, including myself, flocked to their most trusted running source to get information. They later dedicated the whole month of July’s edition to the Boston Marathon and met their readers needs: they shared what people are doing to overcome the heartbreak and responded to questions readers had.
RW is a great example of what I hope to achieve. They have targeted their audience. They know what gets them excited and what keeps them coming back for more.
By following and examining media outlets I trust I can see what works does and doesn’t work for them. Employing social media is a science. I love that we are experimenting with posting articles, using hashtags, and are tracking engagement with what we post. Seeing what my classmates comment on and post pertaining to this class has really showed me what our different interests and objectives are when it comes to social media. This has helped me understand what I can do better to drive traffic to my blog and social media sites, not just with my classmates but also with my friends outside of school.
Questions to Consider:
1) Guy Kawasaki says he will tweet the same thing up to four times a day. Some of our other readings have said not do be redundant and not to push a message on the audience. Do you think this is a good idea for him to continue this practice?
2) In Pam Moore’s article (50 Ways to Energize Your Social Media Community and Audience) she says to help your audience achieve their goals and you will achieve yours. This really resonated with me. How do you plan to help your audience reach their goals?