No Myths Here: 5 Twitter Lessons Learned From the Discovery Channel


Katherine Nelson, vice president of communications for the Discovery Channel, provides five key lessons learned from launching the network’s most successful Twitter account, @MythBusters.

  1. Keep it fresh, relevant and real. “Twitter’s power is in its immediacy and authenticity,” says Nelson.

  2. Don’t resort to gimmicks to gain followers. Strive instead for an engaged, passionate audience, says Nelson. The early goal of gaining 1 million @MythBusters followers was set without fully considering the audience, timeline and overall measure of success. “In the end, those tactics (which included a contest giveaway) built a segment of followers who were not that interested—and eventually un-followed,” she says.

  3. Think long term. Nelson says true Twitter value lies in long-term growth and engagement. “360 degree support is key to building and keeping a social media fan base,” she says.

  4. Integration is key. @MythBusters became part of all marketing, press and online experiences, says Nelson.

  5. Mine Your Audience. Says Nelson: “Many of our best ideas come from the back-and-forth we have with our fans.”


PR News subscribers can read more about about the strategies behind the @MythBusters account in the case study: Multiple Twitter Touch Points Rocket Discovery Comms' @MythBusters Into the Engagement Stratosphere









Comments Off

Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.