Exclusive interview with Washington DC's own Brian Bolter, Master Twitterer for Fox 5

Twittering anchor gives up his Twitter goods

I want to share this fun, insightful interview with Washington DC’s very own Brian Bolter of Fox 5 news who is the primary driving force behind this local television channel’s Twittering efforts. Brian’s tweeting caught my eye a few months ago because I thought it was way cool to see a local tv guy tweeting news, fun tid bits and personalized responses to viewer questions. Then one evening, Brian unexpectedly did a live mini segment about Fox 5′s tweeting activity (see video below). I was blown away by Brian’s segment. It was eye-opening to see broadcasting media embracing a microblogging tool so willingly and transparently.

Here’s Brian’s Twitter Segment

The Interview

This interview is obviously for anyone to enjoy and learn from but is exclusively dedicated to all the good folks I met out in Hebron, Kentucky for NATAS Ohio Valley Chapter’s Emmy Awards.

marketing misfit: How was the decision made to open up a FOX5 Twitter profile? What was discussed in so far as the benefits?
brian: "The idea to start a Fox 5 Newsedge twitter account was mine. In mid July (even before CNN jumped onboard) I recognized the value of giving access to viewers through social media. As a new technology, Twitter appeared to be a warm, open community of people who didn’t hide behind anonymity and "flame throw" like the comments section of our Blogs page on our website. This was a pool of potential viewers who could recognize the value of a genuine interaction with their local news product on a different level. Our management team was leery of the new technology at first and pushed the idea to the back burner. That is until CNN made it’s Twitter debut. Then when I pushed the idea again I was given the green light."

marketing misfit: What did management understand and not understand about Twitter? What was their expectation if they did start Tweeting?
brian: "Touched on this answer above. Just want to add the selling point that ultimately led to the green light. I firmly believe the internet is making news a ‘life stream’ product. It’s constantly being consumed during our viewers daily routine. I feel it’s quaint to expect them to then come home and make an ‘appointment’ to turn on our channel at a particular time. Especially since they already feel informed. Using Twitter allows us to get in that channel of communication during their days and give them a reason to come home and turn us on at night."

marketing misfit: Once a positive tweeting decision was made, how were you selected as primary tweeterer? I realize others there tweet but are you the primary? Is there a primary? Or all in your news station are on equal Twitter footing? (Does everyone coordinate what they will tweet on or about or are folks more independently nurturing conversations with folks?? Since your video showed so many folks who tweet, wasn’t sure how so much tweeting is managed or "supervised"? Assuming people have free reign to some extent?)
brian: "Since I created the Twitter movement at our station, I became the primary tweeter for the Fox 5 Newsedge twitter account. Keep in mind I have much more creative freedom because the Newsedge product is a solo anchor show with more of creative/edgy/personality bent to the presentation. The producers for both the 6 and 11 also use the Fox 5 Newsedge twitter account to keep viewers updated day and night, but sign their title /6pmProducer etc. at the end so the twitter community knows who’s doing the writing. The two other anchors warmed to the idea and began tweeting on their own and using the #fox5 hashtag so their tweets appear on our main myfoxdc twitter stream. We’ve had mixed success getting various reporters and photogs to join. Primarily because they don’t have station issued iPhones or Blackberrys and would have to use their own equipment on their own time. Getting colleagues onboard the Twitter train is our biggest challenge."

marketing misfit:Has the input, ideas and comments from Twitter helped to shape your newscast differently from how you were shaping it before Twitter? Specifically looking to understand the value and benefits engaging w/viewers and how that has impacted your news program?
brian: "Engaging with the Twitter community is definitely a two way street for benefits. During a sudden storm a few months back for example, our assignment desk started making ‘beat calls’ to police departments looking for damage reports. It was time consuming and with mixed results. I simply put out a tweet to our 1,000+ followers and instantly had damage reports from all over the entire viewing area. This access to instantaneous information through twitter is invaluable and a barely tapped resource for us and most new organizations I believe."

marketing misfit: What did management understand and not understand about Twitter? What was their expectation if they did start Tweeting?
brian: "Management had no idea what Twitter was. They had no expectations. Engaging with the Twitter community is definitely a two way street for benefits. During a sudden storm a few months back for example, our assignment desk started making ‘beat calls’ to police departments looking for damage reports. It was time consuming and with mixed results. I simply put out a tweet to our 1,000+ followers and instantly had damage reports from all over the entire viewing area. This access to instantaneous information through twitter is invaluable and a barely tapped resource for us and most news organizations I believe."

marketing misfit:What have you learned along your Twitter journey that you didn’t realize or know before FOX5 started? Any nuggets of wisdom?
brian: "Nuggets of wisdom? Social media platforms may change. Myspace has all but jumped the shark. There may be a new Facebook. A new Twitter. But the concept of working our local news product into the channels of information our viewers rely on through social media is the golden ticket to saving viewers in my opinion. Local TV will always have tune in for big events. Live events. Breaking news which plays to our strengths. But day in day out, technology is allowing people to expand their circle of influence immensely. Local news departments can either ignore that changing landscape and treat it like a fad. Or they can try harder. Try to get their product into those social media channels that keep them a trusted and friendly source of information, which is what local tv news used to be back in the days before the web."

Brian adds, "And one more thing. NO LINK DUMPS. Our twitter followers constantly tell us how much they appreciate a ‘real person’ behind the tweets. We push links to stories on our website roughly 6 times a day. Our Twitter community doesn’t like getting bombarded with promotions and pushes and pitches. They respond to real news people, talking about relevant things and engaging them in an organic manner.
Hope this helps."

Brian Bolter
Anchor, WTTG-FOX 5 TV
Fox 5 Newsedge, Fox 5 News at Ten, Fox 5 Newsedge at 11
@fox5news

The Thanks

Brian, where ever you may be … please know that the audience really enjoyed this part of my presentation and I even had some requests to email the link to your Twitter video segment directly to managers and supervisors of various Ohio-based news stations. Thank you so much for taking the time from your busy schedule to share your insight, advice and wisdom with me and countless of others. It is much, much appreciated.