If there’s one name that everyone in Alabama recognizes, it’s James Spann.

For decades, Spann has been delivering in-depth weather knowledge and life-saving live coverage to people within (and outside of) the ABC 33/40 viewing area. Nationally, he’s recognized as one of the leading voices in the weather industry, and he’s established himself as, arguably, THE authority on weather in Alabama.

His dedication and live reporting have saved countless lives (and even won him an Emmy). He’s the reason people in Alabama have a weather plan and know what to do during a tornado outbreak. Even his trademark suspenders have become their own social phenomenon.

But while Spann is “the man” when it comes to weather, he’s also crushing it in another area: Social Media.

James Spann could not be a better example of how to use social media in a practical, productive manner. From a constant stream of relative content to taking the time to interact with his audience, Spann is doing everything right.

While he has a presence on all the prominent platforms, he really shines on Facebook and Twitter where he’s well known for fielding questions, providing pertinent information, and, perhaps most importantly, alerting his followers to threats in their area. He also authors The Weather Blog, which is updated daily, and he’s even started using live streaming video to answer questions about upcoming severe weather events.

As our readers and clients know, social media is a big part of what we do here at WideNet. So, of course, we were thrilled when Spann agreed to answer a few of our own questions about the benefits of using social media in the professional world:

WideNet: When did you start using social media to connect with your viewership?

Spann: I got active using Facebook in 2006, and Twitter in 2008. Those were the first two, and still provide the largest audience today, although I try and use all platforms.

WideNet: Was there ever a point where it “clicked” that social media could be a valuable tool for you?

Spann: I saw potential all along, but it really kicked in on April 27, 2011 during a generational tornado outbreak that in one day produced 62 tornadoes in Alabama, and killed 252 people. For many, social media was a lifeline.

WideNet: Which platform do you enjoy using the most and why?

Spann: I prefer Twitter; it is short, sweet, and unfiltered.

WideNet: You do a fantastic job of listening to and interacting with your audience. How much time do you think you dedicate per day to responding on social media? Do you set aside a time to do so? Or do you just reply when you can?

Spann: I pretty much work social media when I can from 4:30 a.m. until 12:00 midnight on routine days. And, if we have active weather after midnight, I keep it going. My job doesn’t allow much sleep; I handle TV weather for the ABC affiliate in Birmingham (the night shift) and about two dozen radio stations around the country, along with posting to our blog, producing videos, and speaking to school groups around meteorology. I respond to as many questions and comments as I can across all platforms.

WideNet: To you, what’s the most beneficial aspect of using social media in relation to your work?

Spann: The most beneficial part of social media for me is the ability to reach people during life-threatening weather that don’t watch television. Pushing tornado warnings to a huge social media audience is a big part of our reach during severe weather events. Also, getting countless numbers of pictures and reports during severe weather and winter storm events are extremely helpful. It is my window to the world.

WideNet: You do a great job at shutting down trolls and correcting misinformation. Do you have any advice for dealing with nasty commenters?

Spann: For the trolls, haters, and know it all’s, I block first and answer questions later. And, I will pick one or two choice haters and retweet them; I have a pretty big following that will take them down in a hurry. If you are going to dish it out, you better be able to take it.

WideNet: Lastly, you are pretty active on social media, yet you never seem to get burnt out. However, I know it can happen (and easily). What motivates you to keep going?

Spann: I am motivated to make the severe weather warning process better and more effective. Too many people have died from tornadoes on my watch, and social media is a wonderful way to establish a loyal following and communicate with them. I reach many more people on social media as opposed to television on routine days

What YOU Can Learn from James Spann (Besides Weather)

1. Don’t Ignore New Platforms

Spann got started early on both Facebook and Twitter. He recognized their value when others didn’t. The lesson? Be a Spann. Right now we’re seeing a shift. Newer forms of social media are focusing more on image sharing and video streaming (Snapchat and Periscope, for example). Don’t make the mistake of thinking these mediums can’t be useful to your business. Video, for example, makes up half of all mobile traffic, and it’s expected to take up 79% of all Internet traffic by 2018.

2. You CAN Make Time to Interact With Your Audience

There’s no such thing as “not enough time” when it comes to interacting with your audience. This is something you can’t afford to ignore. If James Spann can find the time in his insane schedule to communicate with his followers, so can you.

3. Find the Platform that Works Best for You

No matter what you may have heard, you absolutely DO NOT have to be on every social media platform. In fact, doing so might do more harm than good. If you can be like Spann and effectively use multiple platforms, then do it. If you find more success on Twitter than Facebook, then just use Twitter. If you only want to use Snapchat, then do it. When it comes to using social media, quality trumps quantity every time.