Social media is one of the leading drivers of web traffic for Dwell, a lifestyle brand focused on modern design, says associate editor and social media lead Allie Weiss. While referral traffic is one of the more immediate benefits of social, Dwell also wants to utilize platforms like Facebook, Twitter, Pinterest, and Instagram to promote Dwell events and expand the brand’s presence beyond it’s website. To do this, Dwell’s editorial team is working closely with audience development and sales and marketing staff to review audience insights gleaned from social and craft Dwell’s social media strategy.
In the following interview, Weiss shares some of the tactics behind Dwell’s social media efforts and explains the workflow that guides Dwell’s social content development and data analysis. Weiss, along with social media experts from ALM and Foreign Affairs, will elaborate on these topics at the Social Media & Inbound Marketing Master Class. The Master Class is a full day of social media training, which will be held in New York City on October 16th. Learn more about the event here.
What are the goals of your social media efforts at Dwell and how did you establish those goals?
We use social media to drive traffic to dwell.com, as well as to promote Dwell events and build our brand presence. Social media is one of our main outlets for bringing viewers to our site, and we’re actively looking to expand our social audience and engage with our fans in new ways.
How did your organization come to a consensus on your social media strategy?
Our social media strategy is created and driven by our editorial team. We maintain full discretion over our channels. Our audience development team provides insights based on analytics. And editorial works with the sales and marketing teams to set schedules for promotional content.
Can you give an example of a tactic that has proven especially effective in growing your social audience and driving results?
For a holiday giveaway that took place over an entire month, we posted each day’s giveaway item on Facebook and Twitter, which helped drive significant traffic to the contest pages.
What are the most important social media metrics you track at Dwell and whose job is it to track and analyze these metrics?
For Twitter, Facebook, and Pinterest, we look closely at referral traffic to dwell.com. We also take note of the most engaging posts of the week in terms of likes, comments, and shares. The editorial team compiles a weekly report based on these findings.
What are your plans to improve your social media strategy in the future?
We are exploring social media platforms such as Snapchat and Periscope that are not direct traffic drivers, but would help spread the Dwell name to new audiences.
For deeper insights on Dwell’s social media strategy, join Publishing Executive at the Social Media & Inbound Marketing Master Class
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.