Tag Archives: Facebook Live

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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Charleston’s WCSC Ahead By A Million On Facebook

In this week’s edition of Social Scorecard, find out what WCSC is doing on Facebook that gives the station such a huge lead in the market.

WCSC, Raycom’s CBS affiliate in Charleston, S.C., leads by more than a million social media actions over its next nearest competitor during the last six months according to data from audience insight firm Shareablee.

WCSC has almost 1.8 million actions on social, 27% of the total engagement generated by the DMA (No. 92), with more than 6.5 million social actions.

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Research Helps WTOL Dominate Facebook In Toledo

In this week’s edition of Social Scorecard, WTOL reveals how it executed a plan based on research that led to its top Toledo’s social media scene, especially Facebook.

WTOL, Raycom’s CBS affiliate in Toledo, Ohio, has three times as many social media actions as its next nearest competitor in the market over the last six months according to data from audience insight firm Shareablee.

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Facebook Live Pushes WMTW To Social Win

In this week’s edition of Social Scorecard, learn how Facebook Live helped make WMTW the market leader in social media actions.

WMTW, Hearst’s ABC affiliate in Portland, Maine, holds a slight lead in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

WMTW has more than 2 million actions on social, 26% of the total engagement generated by the DMA (No. 79), with more than 6.5 million social actions.

WCSH, Portland’s NBC affiliate owned by Tegna, led the market on Twitter with almost 29,000 actions. WCSH also led the market in actions per post with 195.

WHTP-FM, owned by Mainestream Media licensed to Kennebunkport, Maine, and broadcasting a Rhythmic Top 40 format, led the market on Instagram with more than 50,000 actions during the same period.

Amy Beveridge

Amy Beveridge, WMTW’s news director, says the station’s use of Facebook Live during breaking news and severe weather is one reason why the station led the market.

“Back in July, we had seven tornado warnings in one day that was actually a record for an entire year. We had two meteorologists in-house and we were able to be on Facebook Live actually faster than we were able to be on air. So we were able to reach people right away.”

Route 302 Bidgton

The unbelievable storm video and pictures continue to come in this evening. This is Route 302 at Moose Pond right after a suspected tornado hit the area. Utility poles are nearly on their side! http://bit.ly/2t2pWRb

Posted by WMTW-TV on Saturday, July 1, 2017

Craig Smith

In October, a major wind storm knocked out power to half a million homes and businesses in the area, so the station turned to Facebook Live.

During the height of the storm,” says Craig Smith, WMTW’s digital media manager, “to be able to utilize Facebook Live to present the most up to date information really helped out a lot of people who had lost power. They couldn’t watch TV, all they had was their smartphone, so Facebook Live is certainly a powerful tool.”

Live Storm Coverage

BREAKING: Central Maine Power is now reporting more than 100,000 power outages. Watch live storms coverage. http://bit.ly/2yZfWtH

Posted by WMTW-TV on Monday, October 30, 2017

Politics and state government also got lots of engagement via Facebook Live for WMTW.

A budget impasse that threatened to shut down the state was the subject of several successful Facebook Lives by the station’s political reporter, Paul Merrill. The station passed along questions and comments from users to Merrill during his interviews.

“Our political reporter was obviously there covering it almost 24/7,” says Beveridge, “and he did exclusive interviews on Facebook Live with the power players. Some of those were pretty successful.”

#shutdown – day three. #mepolitics

Posted by Paul Merrill WMTW on Monday, July 3, 2017

But one of the station’s most successful Facebook Lives, a funeral procession, had no audio at all.

“We had a Marine from Maine who was killed in a helicopter crash,” says Beveridge, “and we had a Facebook Live of his casket coming off of the plane to begin the convoy up to Maine. There wasn’t even any audio to it. It was just something that people just wanted to watch and it really touched people.”

Fallen Maine Marine Benjamin Cross returns home one final time tonight. Watch the procession from Logan Airport. Thank you for your service and sacrifice. http://bit.ly/2eYbbY6

Posted by WMTW-TV on Thursday, September 14, 2017

Facebook Live, says Beveridge, can be used as a tool to heighten interest and drive viewers to the station’s newscasts, like the series the station did on opioid addiction.

“Just a couple hours prior to that, we did our own Facebook Live with an in-studio interview with people who worked in the recovery community. They can be really useful to promote to that special.”

Both Beveridge and Smith say WMTW’s connection to the community helps drive its successful Facebook strategy.

“I think of the boy who had cancer,” says Beveridge, “and his last wish was to get Christmas cards from as many people as possible. That story really, really took off.”

“Even people across the country were seeing his story and reacting to it in a positive way,” says Smith.

Facebook stories like that are where “you can really touch people in a real heart-warming way,” he says.

https://www.facebook.com/wmtwtv/videos/10155184881969211/

Beveridge says uplifting stories about people in the community on Facebook is transforming how her station covers the news on broadcast.

“Before Facebook, you didn’t see as much of those sorts of stories in a newscast, and now you will. Take that story, for example, we were able to really advance it by picking up the popularity of it on social media then advancing it through the newscast.”

While Beveridge admits the station’s makes little money from Facebook, the platform is a vital part of WMTW’s marketing.

“An interactive promotional tool that gives people stories they care about, that’s invaluable. So it might not be a money amount that’s attached to it, but the word of mouth that comes from it is so important.”

How Stations Use News Topicals On Facebook

This is the final part of our five-part series, Building Viewership with News Topicals. Read Part 4 here.

Across the country, millions of people watch the entertainment programming TV stations provide during the day and at night. So it makes sense for stations to promote their newscasts topically within all that programming in the hopes viewers will stay and watch the next newscast.

For years, this was the only means stations had to recruit news viewers with the news of the day, unless stations bought time on other media, like radio, print or cable.

Then came Facebook.

Facebook provides stations with another — and much more mobile — screen to reach potential news viewers.

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