Tag Archives: Instagram

WTVF Millions Ahead In Nashville’s Social Media

In this week’s Social Scorecard, how WTVF is more than 2 million actions ahead on Facebook in Nashville.

WTVF, the Scripps-owned CBS affiliate in Nashville owned by Scripps, has twice 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.

WTVF has more than 5.2 million actions on social, 36% of the total engagement generated by the DMA (No. 27), with more than 14.4.million social actions. WTVF also led the market in actions per post with 436.

WRVW-FM, a top 40 station owned by iHeartMedia, led the market on both Instagram and Twitter, with almost 225, 000 and 128,000 respectively.

Read On

WJZ Is First In Baltimore’s Social Media Scene

What is WJZ Baltimore doing to lead the market in Facebook engagement?

According to the station’s general manager and news director, it comes down to listening, powerful visuals, quality posts over quantity, and sometimes, stories that bring a smile.

WJZ, a CBS O&O, leads Charm City in social media actions over the last six months according to data from audience insight firm Shareablee.

WJZ has just over 3.2 million actions on social, 31% of the market’s more than 10.2 million actions.

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WLTX First In Columbia, S.C., Social Media

In this week’s Social Scorecard, see how Facebook Live not only drives engagement for WLTX, but makes its news coverage more relevant.

WLTX, Columbia, S.C.’s CBS affiliate owned by Tegna, leads the market in social media actions over the last six months according to data from audience insight firm Shareablee.

WLTX has just almost 3.2 million actions on social, 48% of the total engagement generated by the DMA (No. 77), with more than 6.5 million social actions.

WLTX leads the market in actions per post with 129 and leads on Twitter with nearly 90,000 actions.

The State, Columbia’s daily newspaper owned by the McClatchy Co., leads the market on Instagram with more than 50,000 actions.

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Brand New Local TV News Promos

When I was a beginning writer/producer at WDSU in New Orleans in 1988, I would try to look at as many promos from around the country as I could.

That was the only way I could improve, to see what other stations were doing.

A line of copy, a concept, an editing technique, distort the video, whatever it was, I would file it away for use later, to incorporate and customize into some project I might be working on.

It’s a lot easier to see the work from other stations today than it was then. All of the following promos were uploaded within the last month.

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KVUE Leads Austin’s Social Media By A Million

Research, focused execution, knowing what your audience wants and content that’s personalized to the users’ environment, even if it’s a small town, is what KVUE says helps it succeed on Facebook.

KVUE, the ABC affiliate in Austin, Texas owned by Tegna, leads all media outlets by almost a million actions in the market over the last six months according to data from audience insight firm Shareablee.

KVUE has nearly 3 million actions on social, 24% of the total engagement generated by the DMA (No. 39), with more than 12 million social actions.

KVUE also leads on Instagram with almost 111,000 actions.

The Austin American-Statesman, a daily newspaper owned by Cox, leads on Twitter with over 131,000 actions.

KTBC, the Fox-owned affiliate, leads a tight race in actions per post with 155.

Matt McAllister

Some broadcast groups put as much content on Facebook as they can, says Matt McAllister, KVUE’s marketing director.

That’s not KVUE’s strategy.

At KVUE, “it starts with research and knowing where our audience is,” says McAllister.

McAllister says KVUE did some focus group testing over the past few months with fans and non-fans of KVUE, talking to people about what kind of news they’re interested in watching.

“If we are not posting on social in a way that makes you want to share, react, like or comment, then we are not really doing what our job is. What is the audience most engaged with so we can put them first and find out the needs of our consumers by delivering them content that they care about.”

The focus groups had people between the ages of 17 to 65, and McAllister says every single person they talked to is getting some form of news from social media.

“What was surprising to me,” says McAllister, “was the lack of generational differences. The 17-year-olds get a ton of their news from social media and so are the 65-year-olds.”

McAllister says people want personalized content.

“They want to be able to get a story without having to click and go read a page, get everything in one platform without having to click through. Obviously, the more local the better. People love to share stories about their environments. So we are fine trying to find stories of small towns where those people really care about what’s happening.”

KVUE is also working on some projects that would measure attribution from social to broadcast, something the industry kind of lacks as a whole, McAllister says.

In the meantime, “Facebook is the best opportunity that any marketer has ever had before.”

For example, McAllister points to a story about a tornado in the town of Jarrell, Texas some 20 years ago.

20 years ago, an F5 tornado nearly destroyed Jarrell, TX. Watch KVUE's Special Presentation this Saturday at 6:30pm to see how far the city has come.

Posted by KVUE on Wednesday, May 24, 2017

“We were targeting people who were living in Jarrell, so we were able to target demographics of people who experienced the story. That video is actually viewed more on Facebook than it was on the broadcast when it aired. We had more people watching it than were tuning into our broadcast. So that kind of goes to tell you that when you can create content with the end consumer in mind and be able to target them specifically… then the marketers win and the consumers win.”

Topical news promotion on Facebook is getting examined as well. McAllister says local TV news operations use the same formats and styles, so it’s often hard to stand out, so KVUE is trying something different that seeks to be authentic.

Interestingly, KVUE sees value in using its broadcast news to drive audience to Facebook Live.

“In a world that is now multiscreen, people are watching their TVs with their laptops on their lap and their cell phones in their hands. How can we use all of those screens to keep people more engaged?” McAllister says. “If somebody’s really engaged in the story, why not give them the opportunity to interact even further on social after the story is told?”

It’s not a broadcast world or a social media world that’s important, McAllister says.

“The biggest thing for us is just caring desperately about our consumers. It’s just knowing that Facebook plays a huge part in our lives because it plays a huge part in our consumers lives and that is what needs to be most important to us.”

WLS Out Front On Chicago’s Social Scene

Chicago skyline

WLS, ABC’s O&O in Chicago, is ahead in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

WLS has almost 25 million actions on social, 36% of the total engagement generated in the DMA (No. 3), with more than 69 million social actions.

WLS was also first on Instagram with almost 950,000 actions.

WFLD, the Fox O&O there, was first in actions per post with almost 22,000.

The Chicago Tribune, owned by Tronc, led the market on Twitter with just over 480,000 actions.

Jennifer Hoppenstedt

Although Jennifer Hoppenstedt, WLS’s social media executive producer, says the entire newsroom contributes to creating content for social, being the only TV station in the market with its own digital reporter “sets us apart from others.”

“He’s definitely a rock star,” says Hoppenstedt when talking about Jesse Kirsch, WLS’s digital reporter.

Hoppenstedt cites a recent story by Kirsch.

“It was just a sweet story of this man, we call him the flower man now, but it was adorable. It’s one of those things that when it turns up in your newsfeed on Facebook you are going to share it. I mean who doesn’t want a touching story that really is about simple kindness. It was great.”

When it comes to Facebook Live, Hoppenstedt says the stories that get the most engagement are about breaking news.

And sometimes, a Facebook Live from a reporter on the scene can initiate a reaction from someone involved in the story.

“We had a reporter out in the suburbs,” says Hoppenstedt. “He was doing a story of a junior high kid that had been severely beaten in a hallway of school that day and was hospitalized. The family picked up the phone, called our assignment desk and said ‘hey we’re sitting in the hospital room with our son. We see your reporter and we would like to give him some information.’ I mean it’s just an incredible experience.”

Sometimes, Hoppenstedt believes, a Facebook post can lead to increased viewership in a newscast.

“One example comes to mind. This was a case in Chicago where six people were found dead in a home on the south side and it was 3:30 in the afternoon. The only video we had to reference was an aerial shot of the home. I took the shot to Facebook Live. That Facebook Live post topped six million people and we had a huge spike in our 4 p.m. viewership. It was so dramatic it could be nothing else. The people that saw us were reached in this Facebook Live report. They saw that we had it covered and they tuned in at 4 to see what in the world is going on in Chicago. It really was powerful to see that.”

Hoppenstedt says WLS has a regular feature in its newscasts called Tagboard, which allows the station to pick and choose and display comments.

“So it makes it really easy, but super engaging for the audience.”

When it comes to finding ways to monetize Facebook, Hoppenstedt points to a tie-in with the ABC telecast of the Oscars as one example. And the station partnered with the Chicago Cubs for something completely different.

“We most recently did a Chicago Cubs game, actually a couple of Cubs games live on Facebook. So that was a perfect example of something that we were able to sponsor and present to our audience, something different, an entire live baseball game.”

While generating revenue from Facebook is important, Hoppenstedt says the real value of Facebook is connecting with people.

“We’re finding ways to monetize. I think that will happen even more, but I think what’s more important at this point is that we see Facebook as an invaluable investment in people, in our fans, and we are truly energized for the opportunity to connect with people 24/7. So we never underestimate the value of the audience. As far as sales and monetization, the value is coming.”

KETV Has Sizable Lead In Omaha Social Media

KETV, Hearst’s ABC affiliate in Omaha, Neb., leads the market in social media actions over the last six months according to data from audience insight firm Shareablee.

KETV has almost 1.8 million actions on social, 39% of the market’s almost 4.5 million actions.

KETV also had the most actions on Twitter with almost 113,000 actions.

WOWT, the NBC affiliate in the market owned by Gray, is in second place in social media actions during the same period with just over a million actions, but leads in actions per posts with 106.

The Omaha World-Herald, Omaha’s daily newspaper owned by Berkshire Hathaway, leads the market on Instagram with almost 12,500 actions.

Ariel Roblin

Ariel Roblin, KETV’s general manager, attributes part of KETV’s success on Facebook to its drive to be the choice for local news in Omaha.

“We were not always No. 1. We really did crawl our way to the top. We really do feel like we’re earning it every day and we also know that it can be taken away.”

Roblin believes the longevity of key newsroom personnel in front of and behind the camera also plays a role in its social media success as motivation to the team.

“They all remember what it was like not to be number one. That’s what pushes and propels us. It’s really the whole team embracing it. Facebook is a really great way for all of our talent to connect in another way with the community and in a way that they want to be connected.”

One way KETV’s users like to be connected is through Facebook Live, which generates engagement on a daily basis.

“They’re doing Facebook Live behind the scenes, they’ll do that in the mornings,” says Roblin.

“We have our weather team that does Facebook Live every day and talks about the weather and what’s coming up and that gets a ton of engagement.”

Bill Randby KETV has the latest in his afternoon forecast: http://www.ketv.com/article/bill-s-afternoon-update-1500327015/10319146

Posted by KETV NewsWatch 7 on Monday, July 17, 2017

Maggie Cunningham

Maggie Cunningham, KETV’s digital content manager, says the immediate interaction between the audience and the newsroom is “one of its luxuries.”

“You can watch the live feed on Facebook and you can ask questions. What about this area? What about my son’s soccer games? Where can I send pictures? What about the weekend? It’s an immediate response.”

That back and forth, asking questions, providing answers, and reading the user comments often leads directly to more relevant editorial content and news coverage, says Cunningham.

“During the Fourth of July, I checked Facebook messages and we got a ton of complaints about people going past curfew for fireworks. That gave me the idea, are your neighbors abiding by the firework curfew? You can give some engaging content based off feedback or what they’re saying.”

Roblin says the station’s strategy with its users is simple — to use Facebook the way it was intended.

“It’s a way to connect with local news in a really personal way. And you’ve got a team that wants that and is reaching back out to their audience and making sure that they’re staying connected. I think that’s what we’re doing.”

Heeere’s Johnny! How Antenna TV Markets Classic TV

Watching old episodes of The Tonight Show Starring Johnny Carson from the 1970s and ’80s is like a trip down celebrity lane, while also a bit of culture shock.

Did we really dress like that?

The hair and sideburns, did we really look like that?

And did Johnny just discreetly take a puff of a cigarette and put it in an ash tray off camera while he blew the smoke all over a guest?

All this week, Market Share is looking at how the diginets, subchannels, multicasts or dot-twos, those secondary networks, market their classic TV shows with often wildly inventive, creative and hilarious promos to create awareness and drive viewership.

Private eye capers, cop shows, sitcoms, game shows, talk shows, old films, all being enjoyed by an audience who perhaps watched them way back in the day and some creating a new audience of fans not yet born when they aired originally.

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WPXI A Solid First In Steel City Social Media

In Pittsburgh, you’d expect the Pittsburgh Penguins’ drive to winning the NHL Stanley Cup to be a major influence in social engagement on Facebook.

But it’s another animal altogether, algorithms, that figures prominently in WPXI’s playbook for success on Facebook.

“Facebook is algorithm based,” says Amy Hanford, WPXI’s digital content manager, and understanding how those algorithms work is contributing to WPXI’s success in social media actions.

WPXI, Cox’s  NBC affiliate in The Burgh, leads the market in social media actions over the last six months according to data from audience insight firm Shareablee.

WPXI has more than 5.3 million actions on social, 34% of the total engagement generated by the DMA with more than 15.8 million social actions.

WPXI led in actions per post with 276, and also had the most actions on Instagram with almost 52,000 actions.

CBS O&O KDKA led in Twitter actions with almost 130,000 actions.

Amy Hanford

Hanford says the station’s success on social media is knowing what viewers want and what they relate to and then making sure that’s what they post.

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KOAA Leads Colorado Springs Social Media

 

KOAA, the NBC affiliate in Colorado Springs owned by Cordillera Communications, leads the market by a nose — less than 40,000 social media actions as its nearest competitor — in the past six months according to data from audience insight firm Shareablee.

KOAA posted 1.2 million total social actions in that period, accounting for 25% of the total engagement generated by the DMA with more than 4.8 million social actions overall.

KOAA also led the market in actions per post with 181.

KKTV, Gray’s CBS affiliate in Colorado Springs, came in second with 1,163,814 social media actions in the same time period.

KKTV led the market on Twitter with just over 24,000 actions.

The Colorado Springs Independent, a weekly newspaper and the largest locally-owned media company in Colorado Springs, led the market on Instagram with just over 8,500 actions.

Ben Lloyd

Ben Lloyd, KOAA’s newly-minted digital executive producer, attributes the station’s winning Facebook performance to a change in focus and staffing.

“Today, literally everyone’s involved in creating content for Facebook,” he says. “That’s where a lot of our viewers are, plus people who are not our viewers. The challenge for any broadcaster is reaching the audience you want to reach, no matter what the platform.”

And by everyone, he means all of the station’s anchors, reporters, producers and meteorologists, along with dozens of other newsroom staffers, a big jump from just the two or three people on the web team who focused on it previously.

That’s been an adjustment for the newsroom that is communicated and reinforced daily.

Lloyd says weather and traffic are the main content drivers for KOAA on Facebook, and at times, the two are linked together.

Colorado Springs is over a mile above sea level though some areas are significantly lower and higher, like Pikes Peak, which rises above 14,000 feet. So weather conditions can vary significantly over the area, which often has a direct effect on road conditions and traffic.

“It makes a big difference, so we focus on Facebook Live whenever there’s bad weather and traffic,” Lloyd says.

Road conditions in Colorado Springs

Driving conditions in Colorado SpringsDetails on school, business and organization delays/closures: http://www.koaa.com/story/34196939/weather-delays-and-closures-for-friday

Posted by KOAA 5 on Friday, January 6, 2017

Like many stations, KOAA shares Facebook comments by users as a regular feature in its newscasts.

Lloyd says this happens mostly during the morning news, but it’s in the process of incorporating AccuWeather’s Storyteller system into newscasts, which will let staffers interact more with viewers on-air and online.

Lloyd credits KOAA’s marketing department with actively engaging in social media, especially in primetime when people may be watching television but have their Facebook feed open.

“They’re actually looking for and creating content to put on our Facebook page that pushes back to the website to push people to our broadcast,” he says.

News5 Extra: Awesome Super Bowl Commercial

Soldiers with the 4th Infantry Division stationed in Fort Carson became part of a Super Bowl commercial for Hyundai last night. They got a big surprise we're certain they will never forget. Take a look at what was shown around the world and let us know what you thought.Read more: http://bit.ly/2liXncj

Posted by KOAA 5 on Monday, February 6, 2017

But even with its success on the platform, Lloyd says the station is still navigating its best use and how it can strengthen its broadcasts.

“We’re still trying to figure out not only what the audience wants, but how all this relates to our product on-air.”