At The Weather Channel, the forecast calls for social media and a strong chance of tweets.
Unveiling a new partnership with Twitter, the Weather Channel is rolling out The Weather Channel Social, a new web, mobile and on-air effort that, as you can imagine, taps the power and resources of social media to make weather forecasting and reporting a truly interactive experience.
Although TWC is no stranger to the mobile channel with its wide array of smartphone apps that keep users informed of weather conditions around the globe, the organization’s use of Twitter could further revolutionize the way we communicate and correspond about weather on a major scale.
The Weather Channel Social is an integration of local, weather-related Tweets across TWC’s television, Web and mobile platforms. Now consumers will be able to see real-time Tweets about local weather displayed alongside forecasts on weather.com, through The Weather Channel on mobile, and on television. This unique integration was made possible by Wiredset’s Trendrr social curation and conversation analysis technology.
As part of The Weather Channel Social launch, TWC has also created 220 custom local Twitter feeds for cities with populations of 100,000 and above. These handles provide consumers localized forecasts every three hours. Consumers can access feeds for their location by clicking the “Follow the Forecast” link from local forecast pages on weather.com or can enter their city/ state or ZIP code from www.weather.com/social.
“Adding Social to all of our platforms makes our storytelling more complete,” says Cameron Clayton, an executive with The Weather Channel, “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.”