Social Media Lessons from an Industry Pro: Closed Set with Julie Bensman

On August 31, 2010, I sent my first tweet into the social media universe. “Twitter virgin no more,” @JulieBensman proudly declared. As a magazine editor in NYC, I was relatively slow to come aboard the Twitter train, mainly because I didn’t think anyone cared what little ole me had to say. What changed my mind? One of my very best friends and former co-workers who goes by the name @StyleWriterNYC. With over 40,000 followers, Laurie Brookins is a fashion force to be reckoned with, both onscreen and off. Sure, she’s interviewed the likes of Alber Elbaz, Carolina Herrera and Karl Lagerfeld, but she also has the online reach of a small magazine. The industry has taken note, and brands seem to be constantly wooing Brookins to try their products and attend their events in an effort to win her endorsement.

As her oft plus-one at swanky affairs, it’s safe to say she’s certainly won mine. I caught up with the social media maven to chat Vine vs. Tout, William + Kate, and some very important Dos and Don'ts.

Julie Bensman: How do you see social media impacting journalism, specifically within the fashion industry?

Laurie Brookins: Fashion, of course, is chiefly about visuals, and that's one of the things that makes the industry and its news (big or small) so perfect for Twitter. You could be tweeting from the front row of a show, or you could tweet a photo of a Gucci bag you just saw at a preview — people love both equally. From a journalist's viewpoint, especially as someone who started out working for daily newspapers, I love the immediacy of Twitter. Every day I receive emails from PR agencies with great news items that for one reason or another we can't get into our print editions (very often because the timing just doesn't work), but within 60 seconds, I'm able to tweet out the info.

JB: How are individual "influencers" valued based on their online reach?

LB: Your follower count — both the amount and the "quality" of those who follow you — conveys a sense that you're a global voice to impart information. Chief among the elements I love about Twitter is the live conversation that very often can revolve around fashion. Red carpet events such as Oscar Night are the primary example, but my absolute favorite was Prince William and Kate Middleton's wedding day. American journalists were awake at 4 a.m. ready to tweet, and as soon as Kate stepped out of the car in that gorgeous lace dress by Sarah Burton for Alexander McQueen, KCD (McQueen's press agency) sent through the release with all the dress details, and I tweeted them out like mad. Literally seconds later, followers from India, Dubai, Hong Kong and so many other places halfway around the world were tweeting back to me, all of us talking about the dress. That instant, global conversation, was an incredibly powerful thing. 

JB: Which mediums do you use most often and for what reasons?

LB: Twitter is without question the tool I use most; I really only use Facebook for personal reasons and I Instagram occasionally (I think the filters are more than anything a gimmick, plus I'm not sure why I need to build a secondary Instagram following when I already have a strong Twitter following). I've also started doing Pinterest boards, mainly of photos I take during Fashion Weeks.

This past NYFW, I started working with Vine and Tout. I found Vine to be a little wonky, plus it didn't offer sound; Tout seems to be a lesser-known app, but it offers sound and hasn't given me any problems. I wanted to incorporate video into my Fashion Week tweets this season, mainly doing 15-second videos of the carousels of various runway shows, and I also like Tout's sound aspect because viewers also can experience the end music of a fashion show. My Tout follower count is growing slowly, but it was really about just adding another layer to my Twitter. 

JB: What advice do you have for someone looking to increase his/her follower count?

LB: A social media manager friend of mine once received the following advice from one of the founders of Twitter: Think of Twitter like a cocktail party. Do you want to be in the center of the room, telling entertaining stories and engaging others in conversation? Or do you want to be a wallflower, nursing a drink over in the corner and not talking to anyone? That's an ideal way to think about Twitter. To grow your count, be a part of the conversation. Some days, I like being in the center of the room, but only if I feel there's something interesting — and fashion-noteworthy — to discuss, but there are plenty of days when I also just feel like being a wallflower, hanging back and watching others. Not surprisingly, if you're a wallflower for many days in a row, your follower count doesn't grow. 

JB: What are your biggest Twitter Dos and Don'ts?

LB:

JB: Who do you follow on Twitter?

LB: Mainly designers, labels, models, beauty professionals, some celebs, PR people, cool hotels, fellow editors and stylists I like and respect. How each approaches his/her Twitter says a lot these days; Diane von Furstenberg, Stefano Gabbana or Michael Kors, for example, each seems to bring a very personal aspect to their respective Twitter accounts…I also follow a lot of news sources: CNN, AP, ABC News, etc. If Twitter has changed anything, it's how such a large part of the world now receives its news. If I hear about some news event in passing, one of the first things I do is head to Twitter and sure enough, someone is talking about it. It's changed the entire way we both receive and impart information. 

image: IMAXtree

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