Tag Archives: Facebook Live

WAFB Rules Social Media In Baton Rouge

Social Scorecard this week shows how WAFB is able to dominate Baton Rouge’s social media actions on Facebook, Twitter and Instagram over the past six months.

Raycom’s CBS affiliate in the Louisiana capital, is first in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

WAFB ranked No. 1 among members of the DMA (94) while also generating the highest engagement on the top platforms: Facebook, Twitter and Instagram.

WAFB led on Facebook with over 2.4 million actions, was first on Instagram with almost 34,000 actions, and topped Twitter with almost 150,000 actions.

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Sacramento’s KCRA Leads On Facebook By 2 Million

In this week’s Social Scorecard, KCRA says its “all-in” culture when it comes to Facebook is just one reason the station leads all media outlets in Sacramento, Calif., on Facebook by more than 2 million actions.

KCRA, Hearst’s NBC affiliate in California’s capital, is the leader in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KCRA has more than 4.1 million actions on social, 36% of the total engagement generated by the DMA (No. 20), with more than 11.4 million social actions.

KCRA lead in actions per post with 193 and also led on Twitter with more than 84,000 actions.

Entercom’s KUDL-FM, which airs a contemporary hits format, led on Instagram with more than 93,000 actions.

Devon Armijo

Devon Armijo, KCRA’s digital media manager, says KCRA’s success on Facebook is due in part to the station’s dominant position in the market as the legacy news operation.

“So we benefit tremendously from the shared experience and kind of institutional knowledge of the market overall.”

Armijo says another reason for the station’s success on Facebook is the culture inside the station.

“We don’t silo people into rules based on platforms. So what helps us out a lot is creative eyes and just helping hands from every part of the newsroom. A photographer will pitch in on digital, a producer will pitch in on digital, an anchor will offer up an idea creating a tremendous amount of story idea generation.”

Armijo offered these examples of how KCRA’s reporters and photographers capture a moment and put it together for Facebook.

Armijo says he thinks the best strategy for Facebook gives users lots of different options and choices when it comes to content.

“It’s really about emotional relevancy and capturing what moves our audience. Sometimes it’s a feel good story, sometimes it’s a hard hitting investigation, sometimes it’s a tragic story.”

Armijo stresses that paying close attention to their users’ comments and private messages is what the station emphasizes as its most valued analytic.

A case in point was a private message the station received about a light display.

“We found and sought out his story via Facebook, actually interviewed him via Facebook, gathered some of his video and created this really powerful social video. I would have to go back and look at the analytics, somewhere near a quarter million views.”

Facebook Live, says Armijo, is another way KCRA generates high engagement, especially when it comes to getting information out quickly.

“People think Facebook Live is special when we respect that it’s a two-way medium, not a passive viewing experience. Mark Finan, our meteorologist, is the best in the building helping people not only understand the weather and storms that’s coming up, but really using that personal effort to reach out and touch somebody.”

In addition to Facebook Lives during weather events, KCRA also uses its helicopter pilot to marry information with compelling pictures.

“From the latest on the Oroville Spillway construction, to breaking news, to traffic. Dave is really great at talking and engaging with the audience. Those perform really well for us.”

But more than any single post, the secret sauce to KCRA’s success is its pervasive culture that digital is important.

“It allows us not only to produce emotionally relevant content for the Facebook platform, but it also allows us to be creative and innovative and have fun with it and I think that’s a big part of our success.”

Unique Content Puts WJBK First On Facebook

This week’s Social Scorecard stops at the Motor City to explore how WJBK is able to hold off its competition on Facebook with local news content that is mostly exclusive to the station.

Fox’s Detroit O&O led in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

But it’s a highly competitive race as only about 5,000 actions separate WJBK from the second-place station, WXYZ, the market’s ABC affiliate owned by Scripps.

WJBK has more than 4.6 million actions on social, 23% of the total engagement generated by the DMA (No. 14), with more than 19.8 million social actions.

WJBK also led in actions per post with 500.

WDIV, the NBC affiliate owned by Graham Media Group led the market on Instagram with more than 123,000 actions.

The Detroit Free Press, a daily newspaper owned by Digital First Media, dominated on Twitter with more than 232,000 actions.

Jay Dillon

Jay Dillon, WJBK’s senior web producer, says the station has a big newsroom staff that produces a large amount of news per day, but not all of it works on Facebook.

“We look for the local news that our audience is interested in. We are very in tune with what our audience is engaged with; what stories will drive traffic. We just push our local content first and foremost.”

Dillon admits that what’s successful on Facebook is different every day, every week, especially since the changes Facebook made recently in its algorithms which downplays posts by publishers to emphasize content by friends and family.

What’s he’s finding in the last month or so that works “is unique content that only we are creating.”

Like the story that came to the station through a tip from one of its Facebook followers.

“There was a story we did first about a family who had an elderly member of their family that had been abused in a nursing home. They had video, they brought it to us, because they wanted us to do a story about it. That was our most popular story on our website. It was also one of the most popular stories on our Facebook page that month. So that’s what we’re looking for. Not just what our competition is reporting, because we’re all going to have that. But the more successful stuff is that unique content.”

That focus on unique content exclusive to WJBK also extends to how the station uses Facebook Live.

Kellie Rowe

“We have a program that’s called Fox 2 News Now,” says Dillon, “and we have a special setup where one of our web producers will go online. We want to have a way for people to find more about the content that they’re going to ask questions about. We’ll prepare stories for our website because every Facebook post that we do, we want to have a link back to our website.”

Dillon says that the segment, hosted by reporter Kellie Rowe, doesn’t go on Facebook Live at a designated time, but rather as news breaks.

“When there’s something live, we’re going. We’re going to be on live, and Kellie will be there to kind of moderate things. We have a lot of success, especially in February, with our Larry Nassar coverage.”

Nassar was the USA Gymnastics team doctor and an osteopathic physician at Michigan State University who was convicted of being a serial child molester.

Dillon says court cases in general get high engagement, comments, and shares because people pass judgement one way or the other.

WJBK’s morning team does a Facebook Live segment called The Doctor’s In, where they take questions on Facebook Live and then answer them on TV.

“It’s kind of a little bit of synergy of bringing our TV back to Facebook and vice versa,” says Dillon.

Another feature of the morning news is a two-hour show called The 9, which incorporates user comments.

“It’s on from 9 a.m. to 11. It’s an engaging show. Our talent are on their social media pages. They interact with their audience, also with our station page as well.”

Overall, Dillon views Facebook as an experiment.

“Every post, every day, every week is just like: OK, what’s working, what’s not working? In the end, it’s the same thing I’ve been saying since I started here four years ago: local news works.

“People rely on us to be their source. When we have a major event, like we had a meteor crash here in January, and our Facebook numbers, our web numbers, were through the roof for the story, because people wanted to know what was going on. People weren’t going for a national source. They were coming to us because we have developed and earned their trust that what we’re going to post is what we know, and what we know to be accurate. So above everything else, we want to be accurate, we want to be trustworthy, and that’s where we stand.”

Facebook-First Content Puts KOAT Ahead By A Million

Social Scorecard this week reveals how original content created just for Facebook has led KOAT to be the leader on Facebook by more than a million actions in Albuquerque, N.M.

Hearst-owned ABC affiliate KOAT is ahead in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KOAT has more than 2.1 million actions on social, 44% of the total engagement generated by the DMA (No. 46), with more than 4.8 million social actions.

KQRE, the market’s CBS affiliate owned by Nexstar, led on Instagram during the same period with more than 30,000 actions.

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WSVN First On Facebook With ‘Less Is More Thinking’

Social Scorecard this week covers the Miami market, where WSVN is leading in total social media actions by more than 1.5 million.

WSVN, Sunbeam Television’s Fox affiliate, is first in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

WSVN has more than 7.2 million actions on social, 28% of the total engagement generated by the DMA (No. 16), with more than 25.6 million social actions.

WSVN also led on Twitter with more than 440,000 actions and led on in actions per post with 663

Top 40 WHYI-FM (Y100), owned by iHeartRadio, led the market on Instagram with more than 465,000 actions.

Steven Cejas

Steven Cejas, WSVN.com’s executive producer, says the station saw a significant decline in Facebook referrals late last year and that change in algorithms have altered how the station posts to Facebook.

“It’s all about interaction now. It’s not just throwing whatever up there. We tailor every post that we do to Facebook so that we feel like we are going to get interactions. On a regular day we try to keep it between somewhere around 20 to 25. So it’s kind of a ‘less-is-more’ mentality and we have seen that that really has helped out our numbers.”

Cejas says WSVN’s Facebook users are interested in the safety of children, and that was true even before the school shootings in his area last week.

“People care about crime in the community so if something is going on in a very specific area of our community, we like to focus on that.”

WSVN’s first response to the high school shooting in Parkland, Fla., about 50 miles north of Miami, last week, was to get its chopper over the scene.

“That way people can see what’s going on as we are seeing it. We switched away to our live coverage from the chopper after a few minutes and we let that carry out for the rest of the evening.”

Amazingly, during the shooting, dozens of students and three teachers locked inside a classroom turned on a laptop to watch WSVN’s livestream.

“The only way for us to know what was going on outside is we were watching your live feed on the helicopters,” culinary instructor Ashley Kurth told WSVN. “And then, when we see the SWAT team come on, you kind of breathe a little sigh of relief knowing that help is there.”

Cejas says the station’s philosophy about using Facebook Live is “anything with suspense does well. Anything that people don’t know what the outcome is going to be, they tend to get drawn in.”

But stories about good news also find a place on the station’s Facebook page.

“We try to find a balance. We try not to be negative all the time. There is also a lot of good news and we try to find those stories and sometimes they are stories that we don’t carry on air.”

Cejas concedes that the station doesn’t make any money from its Facebook page, but points out that whenever there is breaking news, news viewers turn to WSVN both on television and its website.

“We want to be in front of as many eyeballs as possible and I think it’s proven whenever there is breaking news, you can clearly see in our ratings that people turn to us. Whenever we get a storm, whenever there is breaking news, people turn to us.”

NOTE: In an article in Buzz Feed, read how WSVN’s streaming coverage of the shooting at Marjory Stoneman Douglas High School became part of a new initiative by Twitter to show live local news broadcasts during major news events. Or as the article says, as Facebook deemphasizes news in its core experience, Twitter does the opposite.

How Phoenix’s KNXV Is 2.5 Million Ahead On Facebook

How is KNXV able to dominate the Phoenix market on Facebook by more than 2 and a half million actions?

KNXV tells Social Scorecard this week that its success is due to a focus on positive, local stories, a complete station effort to listen to what its users want, inventive use of Facebook Live and a marketing team that is digitally savvy.

KNXV, the Scripps-owned ABC affiliate, is ahead by more than 2.6 million in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

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Every Employee Helping Puts KGTV First On Facebook

Social Scorecard this week examines how complete station buy-in from all employees fuels KGTV’s performance to lead the San Diego market on Facebook.

KGTV, the Scripps ABC affiliate, is first in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KGTV has almost 4 million actions on social, 27% of the total engagement generated by the DMA (No. 29), with more than 14.7 million social actions. KGTV also lead in actions per post with 266.

NBC O&O KNSD led on both Twitter and Instagram with more than 142,000 and 358,000 actions, respectively.

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KWCH Leads Facebook With Digital-First Approach

KWCH newsroom

In this week’s edition of Social Scorecard, KWCH reveals how its focus to be digitally first with news is why it’s on top of Facebook in Wichita, Kan.

KWCH, Gray’s CBS affiliate, is the leader in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KWCH has nearly 1.7 million actions on social, 33% of the total engagement generated by the DMA (No. 67), with more than 5.1 million social actions.

KWCH also led in actions per post with 180.

KZCH-FM, (branded as Channel 963), a Top 40 station owned by iHeartMedia, led the market on Twitter with 32,542 actions.

KAKE, the market’s ABC affiliate owned by Lockwood Broadcast Group, led on Instagram with just over 6,000 actions.

Shawn Hilferty

Shawn Hilferty, KWCH’s digital director, says one reason his station is ahead on Facebook is its digital-first approach when it comes to local news.

“That’s our main goal. We break things on social media and make constant decisions on what we are posting on social media, looking for the interaction from the end user. It’s to either solicit a comment, a share, something to get a conversation going — and that’s our main focus when using social media.”

Kim Wilhelm, KWCH’s news director, and Angela Smith, the station’s digital content manager, point to three recent news stories that were first reported on Facebook as examples that got high engagement.

One story was about a worker killed when a trench caved in and another was a grain elevator accident in which two men died.

Angela Smith

“We were able to go live with our reporters out in the field,” says Smith, “and have them pop up a live stream and then people just clicked on that video to see what was going on.”

A third story, the hunt for a murder suspect, happened between the station’s newscasts, but it was a frightening situation to people who lived  in Western Kansas, says Wilhelm.

“They told the residents out there to lock their door.”

The station did a four-hour Facebook Live that eventually led to crossover viewership into the station’s newscast.

Kim Wilhelm

“We had 4,500 shares just on that Facebook Live alone and a lot of the comments that we were getting in that Facebook Live were from people saying thank you, you are the only ones providing this information,” says Wilhelm.

Wilhelm adds that those people watching the Facebook Live stream posted comments telling the station to not stop the feed, as they wanted the newest information. And in those comments, Wilhelm says people talked about crossing over to watch KWCH’s newscast.

“It was really interesting. We could actually see the Facebook viewers moving over to the on-air platform just because they were so hungry for this safety and security information.”

Dominic Gauna

Those people watching the Facebook Live stream about the hunt for the murder suspect also added comments that helped the station focus its resources better to cover that story as it unfolded, according to Dominic Gauna, KWCH’s creative services director.

“It gave us leads to go on as the story was unfolding and where to put reporters,” Guana says.

“We were getting that information fairly quickly and putting bodies in spots a little bit ahead of our competition.”

Reporters who do a Facebook Live from the scene of breaking news do very well for KWCH, says Hilferty. One reporter’s Facebook Live about bees had a large reach, even though it affected a small number of people.

“Bees took over and it was quite the talker from people viewing it as constant entertainment. It did very well for us.”

Facebook is often the place where tips and story ideas start. At Christmas, the station asked what people wanted as presents. A woman showed up at the station and looked through the responses.

“She decided to be a little secret Santa,” says Wilhelm, “and grant wishes for some of the people. It truly is the way that people reach out to us now to give us story ideas.”

It’s that interaction between users and the newsroom that Gauna feels has made Facebook such an important tool for KWCH.

“We understand it’s a great avenue for us to touch our viewers in a way that we have never had before. We want to utilize that because we are serving our viewers more than anything.”

Facebook Live Lifts WGRZ To Top Of Social Media

WGRZ, Tegna’s NBC affiliate in Buffalo, N.Y., is ahead by a half million social media actions in the market over the last six months according to data from audience insight firm Shareablee.

WGRZ has more than 2.5 million actions on social, 31% of the total engagement generated by the DMA (No. 53), with more than 8.3 million social actions.

WGRZ also led on Twitter with more than 135,000 actions.

WKBW, Buffalo’s ABC affiliate owned by Scripps, led the market in actions per post with 159.

Top-40 formatted WKSE-FM (Kiss 98.5), owned by Entercom Communications, led on Instagram with almost 114,000 actions.

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‘Lunch Break’ Makes Spokane’s KHQ First On Facebook

KHQ, the Cowles-owned NBC affiliate in Spokane, Wash., tops the market in social media actions over the last six months according to data from audience insight firm Shareablee.

KHQ has more than 3.1 million actions on social, 37% of the total engagement generated by the DMA (No. 72), with more than 8.4 million social actions.

Country-formatted KCLX-AM in Colfax, Wash., owned by Inland Northwest Broadcasting, led the market in actions per post on Facebook with almost 1,500.

KREM, Tegna’s CBS affiliate in Spokane, was ahead on Twitter with almost 25,000 actions while The Spokesman-Review, also owned by Cowles, and Spokane’s only daily newspaper, led the market on Instagram with almost 13,000 actions during the same period.

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