Case Study: Discovery Communications

2:50 — Erin McDaniel introduces Discovery Communications‘ Social Media Manager, Kristen Variola.

2:51 — Today we are talking about Cake Boss! Cake boss is a fan favorite on TLC, and has been online since 2009.

2:53– Discovery connects with fans on Twitter, Facebook and Pinterest. Facebook is currently the biggest channel with 4.1 million likes.

2:54– Discovery tries to think about what fans are craving. This helps them to determine what type of content to share.

2:55– A variety of content helps to keep followers engaged.

2:56– Discovery focuses on posting quality posts over quantity.

2:58– Attention to detail is key to creating engaging posts.

2:59– Balance volume, your voice and fan voices. Discovery posts a broad range of content, from show information, to personal cake shop media.

3:02– People want to connect with Buddy from Cake Boss. Discovery uses social media to show his personal and family life.

3:05– Discovery uses their community and WOM to grow offline properties and create more business outside of the TV show.

3:07– There are many social media networks online. Discovery only uses social networks that will benefit their brand and communities.

3:08– Taste and adjust your recipe accordingly. Discovery looks at their social media strategy to learn and make it better.

Q & A

Do you have a specific strategy for different social networks?

Each social network is different. We have different strategies that use the strengths of each network.

What was your favorite post and why?

When Cake Boss hit 3million fans, the Cake Boss created a custom cake dedicated to the facebook fans.

Do you ever feel like a really good post was wasted, like people didn’t see it?

For Cake Boss we have a good idea of when people are going to be online, so we try to avoid this.  It’s good to learn when your community is most active to increase your chances of people seeing it.

How long do you spend on a post?

Some posts take days to create, but some can take 5mins . It all depends on the type of post you are creating.

What type of training do the people at Discovery have before they are given trust to manage a 4 million person community?

At Discovery all of our Community Managers are first fans of the shows, so they know what to post. But also we build trust with our employees and we know that they will post good content.


About Joseph Holguin

Joseph is an Austin transplant from the dry desert of New Mexico. He spends countless hours on social networks and enjoys helping businesses grow via social media. Offline he enjoys mountain biking and eating tacos, but eventually those experiences are shared online too.

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