Dive summary: 

• The Weather Channel has received harsh criticism for naming storms (like winter storm Nemo) by many who believe the marketing ploy is just looking to capitalize on emergency communication, but the station's chairman/CEO David Kenny claims giving storms a name spreads important information through social media that saves lives. 
• The naming of storms is part of ongoing initiative by the Weather Channel to leverage data and make weather more socially engaging. 
• The channel plans to continue the practice and it is monitoring newer social media, like Vine, Poke, and Snapchat, for possible expansion. 

From the article: 

"Kenny's romantic take on storm naming will surely irk some critics. 'We did it because we understood social media saves lives,' he told the IAB crowd. 'When you name something people are more likely to tweet about it.' Kenny cited the nearly 800 million photos and tweets that 'Nemo' generated over 5 day period as proof positive that the naming system worked to raise awareness and served to consolidate the torrent of storm-related social media data."