t’s handy having a big sis who’s willing to blaze a few trails and then share the good fortune with her family. In my case, this “editorial sibling” is Lorraine Candy, editor-in-chief at ELLE UK. I met Lorraine at an international ELLE conference of editors and publishers and was inspired by her decision to break with tradition and hold a live, interactive cover shoot. (A magazine’s cover subject is usually as closely guarded a secret as Karl Lagerfeld’s age.) I had been wanting to do something similar at ELLE Canada for some time, but it was difficult to find an actress who was willing to lift the editorial veil and invite her followers—and ours—onto what is normally a closed set. Then along came Emma Roberts and her 2.6 million Twitter followers. Not only was Roberts open to it but she joined in the social-media party, answering questions tweeted by our readers and posting shots from the set. People around the globe—from South Africa to Italy to Russia—were following us, and within a week we had generated more than 31 million impressions! The creative team—who are normally paranoid about tweeting anything from the set—had to be encouraged to pick up their phones. “It’s just so weird to be able to do this!” said hairstylist Mark Townsend, laughing. Later, when Roberts sat down to chat with Kathryn Hudson, our features director, she admitted that she’s addicted to her phone but is trying to live in the moment instead of Instagramming it. “I love social media as much as the next person, but it’s important to know when to put your phone down,” she said. “I went to Santa Ynez [California], and it was nice to actually get in the pool—not just take a picture of getting in the pool, you know?” I agree with her sentiments, but sometimes being able to share some of those moments with millions of people around the world is pretty cool.