Friday, July 19th, 2019 | 5 min read
Forbes is constantly reinventing itself to meet the demands of modern media. Amid reports of declining news readership in general, Forbes had its most profitable year in 2018 since becoming Forbes Media in 2006. Playing a major role in Forbes’ success story is its focus on social-first content and personalized engagements with millions of followers across its social channels.
I spoke with Emily Drewry, Senior Manager of Social Content at Forbes, for an inside look at the brand’s approach to creating engaging content and developing a global social media management strategy.
Rachel: Can you give me an overview of how you use Sprinklr?
Emily: I guide our editorial social team through their daily postings. We publish around 300 posts per day, and we would not be able to manage that manually. Sprinklr helps us publish at a high volume and look at engagement for all those posts so that we’re constantly seeing in real-time how readers are responding to our content.
Rachel: How do you manage a large number of social handles with Sprinklr?
Emily: Forbes has more than 30 social media accounts, so we use the calendar in Sprinklr to see what’s coming up and make sure the social team across the world is on the same page. The calendar helps us collaborate.
Rachel: You mentioned that you need to gather metrics on a daily basis. Can you talk about that?
Emily: When we publish content, stats are automatically populated under the photo and video. I’ll often have journalists ask me, “What was the best video that we shared last month?” I’ll go into Sprinklr to quickly pull that metric. I’ll also use reporting to see how content performs on multiple platforms — and then go back and iterate on the next version of that content.
We have a section of Forbes called the Daily Cover Stories that is a thoroughly-reported piece published online every day. These are a big priority for us and we’re often asked for photos, videos and GIFs to help promote it on social. I always look at the stats behind the shared Daily Cover Stories to see which type of GIF, video or photo works best to make our social content more powerful moving forward. All of those metrics I’m pulling from Sprinklr.
Rachel: How have you increased engagement across social?
Emily: Looking at our social content in Sprinklr, we’ve been able to optimize it across platforms based on what our audience is interested in seeing. Through Sprinklr I can see the content that performs best on Twitter might not perform as well on Facebook or LinkedIn. We’re using real-time engagement metrics and click-through rates to continuously improve the effectiveness of our content.
Rachel: Let’s focus on Twitter. What’s your strategy there?
Emily: Twitter is where we publish the most, it’s where our audience spends their time.
For breaking news reporters, it’s essential we get their stories out on Twitter as soon as possible to be part of the real-time news conversation. If you’re not on Twitter when a conversation is happening, it’s a huge opportunity missed.
We post around 100 times a day on Twitter, focusing on the most timely content from Forbes.com. With Sprinklr publishing, we schedule content ahead of time for nights and weekends so we can still go home and be normal people. If we need to quickly edit a scheduled post, we can make those changes within the platform. News stories are coming in all the time so we often have to reschedule things, and I can’t imagine what it would be like to manually reschedule Twitter posts every time we wanted to make a change. This saves us hours per week.
Rachel: Can you talk about your video series, the Forbes Flash?
Emily: Forbes Flash started in July 2017 and it’s a round-up of the biggest stories of the week.
Twitter was the initial home for the Forbes Flash because I found that our audience didn’t have a visual opportunity to catch up on the most important news of the week. With Sprinklr reporting, I know which stories were the most popular for the week to curate the script for these videos.
Rachel: What else are you excited to start using in Sprinklr?
Emily: We are very excited about Presentations. We often pull data out of the platform and put it into a PowerPoint or Google Doc. When my colleague heard about Presentations, he was thrilled because that’s a big piece of his job. He works in ad sales and he’s constantly pulling data to report back to clients about how their posts are performing. For him to be able to create a presentation directly in the Sprinklr platform is a huge time saver.
Rachel: Any closing thoughts?
Emily: Sprinklr is really incomparable in its comprehensiveness. It’s kind of a running joke — people ask me questions and 90% of the time my answer is, “It’s in Sprinklr.” Everything is there and that helps us be a much more efficient team.
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