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Alexis Farah – Senior Associate Editor, Daily Glow

It’s the seemingly familiar story of a print journalist who has transferred to an online editorial space. But six months before Alexis Farah joined Daily Glow as senior associate editor, she took a role at Attention, a social media public relations and marketing agency in New York. Now with her previous print experience at Women’s Health and new found social media confidence, she can dive right into giving readers instant knowledge on what’s new in beauty.

“It’s a completely different job than being at a magazine,” she said. “The writing, editing and ideas pitching are all the same, but now I’m involved in the process from start to finish. Not only is the edit team writing the stories, but we are also building the page where it’s going to go live and selecting the images to go with the story. It’s much more hands on and I really like that aspect of online.”

The Navigator interviewed Farah back in October 2009, when she was recently promoted to associate editor at Women’s Health. Back then, she admitted she hadn’t yet grasped Twitter, but was a self-proclaimed “Facebook junkie” and knew that these social media tools were a great way to interact with readers.

When she joined Attention in September 2010, she worked as a manager on the beauty team where she wrote content for both Facebook and Twitter. She also crafted press releases, conducted blogger outreach, created strategies for promoting specific campaigns through social media, produced weekly stat reports and planned events.

“I learned that there are endless opportunities for brands to spread their message in the social media space,” she said. “Like all public relations professionals, I was challenged to create news-y and eye-catching pitches that would stand out to writers.”

At Daily Glow, she is using these skills to work on the social media side of the brand and to find exciting ways to reach their current audience and gain new fans at the same time.

“We aren’t just writing stories or blogs anymore. Social media forces us to pull out attention-getting sound bites from stories that must stand out amongst a barrage of tweets and Facebook posts on our reader’s page,” she explained. “We have to come up with new and unique strategies for gaining engagement and separating ourselves from competitors. It’s definitely a challenge, but it forces us to think outside of the box.”

Daily Glow covers health and beauty accompanied by an array of expert articles, product recommendations and helpful tips for readers with a suitable tagline of “Where Health Meets Beauty.” Farah’s daily responsibilities include updating and programming the homepage, creating Facebook and Twitter content, brainstorming blog and article ideas, writing blogs and/or stories, drafting the newsletters and teaser copy, editing and approving copy, interviewing experts for stories, attending new product launches and uploading content for the Dr. Jessica Wu email newsletter.

Now after working on both sides, Farah thinks her new role at Daily Glow is the “perfect marriage” between her beauty editorial experience at Women’s Health and of her beauty social media expertise gained at Attention.

She is especially enjoying the faster turnaround that online media has to offer. “We are able to bring news on products and events to our readers in real time. What could be better than that?” she said. “If I’m dying to tell a reader about a product they must have, I can tell them now-not months down the road.”

Pitching Tips

Farah prefers to receive materials via email or snail mail, not phone. She accepts email attachments as long as it doesn’t clog up her inbox.

She wants anything beauty and health related. “Especially new product pitches, new studies and statistics, beauty news, new experts and sources to interview and celebrity beauty information,” she said.

To make the pitch stand out, she recommends a pitch with new or unique story angle. It should be relevant and timely. Also, any tips, tricks and inside information from experts and celebrities are encouraged.

Farah will respond for further information if she’s interested. “I will also pass along a press release to the appropriate team if the information isn’t suitable for Daily Glow. It may work for one of our other nutrition or fitness sites,” she said.

Daily Glow is available on Twitter at @DailyGlow and Farah can be followed at @ACFarah8.


About Jenny Wittman

Jenny Wittman is senior editor and features writer for Cision Blog and oversees the daily media updates on the site. She is also senior media researcher at Cision and joined the company in March 2008. She likes being outdoors, going to concerts, traveling and exploring art galleries. She adores all animals and has a fascination for the cosmos. Find her on Twitter @jennywittman.

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