MasterChef star uses social media to build brand

The winner of the first MasterChef USA competitive cooking reality show, Whitney Miller, revealed her passion for cooking, writing and social media during a presentation at Gulfood 2012 in her first overseas appearance.

Miller, who impressed MasterChef judge Gordon Ramsay with her modern interpretations of her grandmother’s classic southern style American cuisine, said that following the publication of her first cookbook, she was focused on creating a voice and building her brand in a world of great chefs.

To establish her identity, Miller said she was heavily engaged in social media because it enabled her to both promote her cooking style and understand her followers better.

“Growing a following on Facebook and Twitter is very important to building my brand,” said Miller, adding she strived to respond to every question or comment received.

She explained that she posted recipes and photos, always trying to exceed the expectations of her followers and give them something extra.

Miller said she had more than 4109 followers on Twitter and 33,743 followers on her MasterChef website.

“From there I understand my audience,” she said.

Miller has been commissioned to write a second cookbook following the success of her first title, which sold 50,000 copies.

She is also pursuing more television and media opportunities.

“TV is what helped launch my career and it continues to be a launchpad for my success,” said Miller.