Social Media Spotlight: Socially Active
"Then there's just the day-to-day, on-the-fly, just sort of monitoring the chatter, monitoring the trends, and then finding and posting information that's going to be relevant," she adds.
Behind Its 'Change the World …' Campaign
The effort behind the title "Change the World for Ten Bucks: Small Actions x Lots of People = Big Change," which Chronicle published in March 2009, is one example of how the publisher utilizes various social media channels. On Facebook, Chronicle created an application for the book—essentially a checklist of different things that users could do to change the world. When a user checks off an item, the application posts it to the user's news feed. "There was also a campaign on Twitter for the month of May …," says de la Mare. "Every single day in May at 10 a.m., we would send out a daily 'Change the World' tweet, and it had its own hashtag."