Scripps Networks Interactive boosts brands, presence with social media trends

Social media plays a major role in the presence of Scripps Networks Interactive brands, according to a group from the company’s social media team.

“We have to be the brands that are in front of people,” said Abigail McCollum, director of social media and convergence for Scripps Networks. “We have to catch your attention when you’re strolling through your feed.”

The Scripps Networks brands include HGTV, Travel and Food Network.

McCollum said the company looks at the audience’s engagement, or views and audience feedback, on their social media posts. “The more people we have engaging with us is a win,” she said.

Jennie Andrews, a digital producer for HGTV, said social media platforms such as Facebook and Instagram will become a money-making department for the company. “It becomes profitable,” said Andrews.

A large part of the future of the social media for the company will focus on Facebook and Instagram shows and stories.

“It’s all still being figured out,” said Andrews. “It’s all still new.”

The stories and shows will seldom be live, according to Liz Gray, a special projects managing editor for HGTV.

“Live works better for the news outlets, but not us,” she said. “People like to see a more polished version, not the whole process.”

Many of the audience members were journalism students, there to learn about how the Knoxville-based company uses social media trends to promote its brands. Audience members also learned about some of the challenges in social media.

“We’re having to adjust to new media,” said McCollum. “Our days change constantly.”

The event was part of the UT Social Media Week, sponsored by the UT School of Journalism and Electronic Media.

For more information on UT Social Media Week, visit


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