Social Media Editor, Seventeen.com, 25-years-old
Tammy Tibbetts is a champion of social media as both a driver of digital journalism and philanthropy interaction. By day, she is the social media editor for Seventeen, where she oversees Twitter, Facebook, and Tumblr. By night, she leads Sheâ€™s the First, a nonprofit she founded to raise money for girls from third-world countries to attend school, and Girls Who Rock, a benefit concert for Sheâ€™s the First. Through these efforts, Tibbett has raised more than $23,000 in two years for girlsâ€™ sponsorships in Tanzania and Uganda.
Tibbettâ€™s efforts have netted Seventeen over a million Facebook friends (and counting), and 280,000+ Twitter followers. In fact, Seventeen showed one of the highest month-over-month gains in Twitter followers this summer for magazines, adding 12.5 percent more followers in July 2011.
Tibbetts achieved this through helping launch an anti-cyber bullying campaign in conjunction with television network ABC. Online users were able to opt to post a â€śTwibbonâ€ť (Twitter ribbon badge) to their Twitter or Facebook profile. In the process, tweeters are prompted to follow @seventeenmag.
â€śI work closely with our Fashion department to coordinate social media with everything they do, such asÂ going out to events and Fashion Week,â€ť says Tibbetts. â€śI do a lot of interacting with the print editors in helping them crowd source and get information for their stories, as I have direct contact with over a million of our readers (literally) at my fingertips.â€ť
Prior to Tibbetts joining Seventeen, the magazineâ€™s Web editor oversaw social media in addition to other responsibilities. Tibbetts, however, is the first editor at Seventeen to have social media as her sole focus.
â€śOur editor-in-chief is very passionate about having a social component in every piece in the magazine, so I brainstorm with every editor on every story so that we can include a way to make that article present in girlsâ€™ social streams,â€ť she says.
Tibbetts has been in her role as social media editor for about a year now; before that she was the youngest Web editor to be employed at Hearst Digital, launching two sister sites (MisQuincemag.com and MyPromStyle.com, now Seventeen.com/prom) at the age of 21.