The Weather Channel Goes Social with Twitter

The Weather Channel Companies (TWCC) and Twitter announced Thursday the launch of The Weather Channel Social, an integration of local, weather-related Tweets across TWCC’s television, Web and mobile platforms.

Now consumers will be able to see real-time Tweets about local weather displayed alongside forecasts on, through The Weather Channel on mobile, and on television. This integration was made possible by Wiredset’s Trendrr social curation and conversation analysis technology.

As part of The Weather Channel Social launch, TWCC has also created 220 custom local Twitter feeds for cities with populations of 100,000 and above. These handles provide consumers localized forecasts every three hours.

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Consumers can access feeds for their location by clicking the “Follow the Forecast” link from local forecast pages on or can enter their city/ state or ZIP code from

According to The Weather Channel, weather is one of the most popular topics on Twitter:

  • On an average day, U.S. users send approximately 200 weather-related Tweets per minute
  • On an active weather day, U.S. users send between 300 to 500 weather-related Tweets per minute
  • Significant weather events can generate more than two million Tweets per day

“Twitter gives voice and context to the topics people are most interested in, and everyone is interested in the weather,” said Chloe Sladden, Twitter’s director of content and programming.

“We’re excited to make Tweets an integral part of weather reports on television, online and mobile. By surfacing these conversations and providing human context around factual weather information, The Weather Channel Social brings weather alive.”

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The Weather Channel worked with sponsor Citi and its digital agency Razorfish to create social integration to encourage consumer conversation about local and national weather and relevant events.

Citi will feature messaging in high-profile, high-impact placements across TWC properties – on television, online, on mobile and throughout TWC Social pages. TWC network will include on-air mentions and “Tweets of the day” around Social content.

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“Weather is the ultimate social content; it’s guaranteed to spark conversation among family, friends and complete strangers,” said Cameron Clayton, executive vice president of digital products of TWCC.

“Adding Social to all of our platforms makes our storytelling more complete, enabling us to partner our expertise and forecasting with real-time local input about the weather from our consumers in a way that is relevant and personal.” 

The Weather Channel Social analyzes social conversations using technology from Wiredset, a real-time digital marketing agency, using a proprietary platform that creates classification algorithms to identify and analyze social conversations in real time.

Photo courtesy: The Weather Channel

RMN News

Rakesh Raman