Metro MD Linda Grant: Twitter does contribute to the bottom line
Linda Grant, managing director of Metro, has said that Twitter does indirectly contribute to the bottom line, saying that it helps to monetise traffic, and that her ‘lightbulb’ moment when she realised the importance of Twitter was when Amy Winehouse died.
Grant said: “Obviously we have a number of Twitter followers: we’ll use that to share stories and links to our digital content, so it’ll drive traffic, which ultimately converts into the bottom line, as we monetise that traffic. Also we work very closely with a lot of advertisers in terms of creating multi-channel marketing solutions.”
In terms of campaigns, Grant referred to the Adidas #TakeTheStage campaign which ran during the Olympics.
She said: “We really loved working with Adidas on the wraps that we did for Metro. Using the hashtag #TakeTheStage allowed them to really fuel that conversation through the whole Olympics period: it’s that nature of relationship that we can now forge with advertisers using the medium of Twitter.”