The Weather Channel’s Weather.com rolled out an extensive integration with Twitter over the summer, powered by Trendrr, that displays weather-related tweets at the local market level in real time. In a presentation today at the Social TV Summit, Trendrr CEO Mark Ghuneim said it’s been big success, boosting engagement across Weather.com pages with social integration.
“The engagement levels off of this [are] double the time spent on pages during normal weather events, then extreme weather events it’s twice that,” he said, showing this slide from his presentation.
Ghuneim says curating weather tweets is challenging. “When you’re curating all the conversations about weather, you have to understand the difference between November Rain being a Guns and Roses song as well as raining in November, and Miami Heat being a basketball team as well as being the heat in Miami.” Trendrr then divided the tweets by geography, and added the ability to scale up to earthquake-level activity with thousands of tweets a second.
The Weather Channel’s Twitter integration is also displayed on-air during weather events, and it’s available via its mobile and tablet apps, as well.