Tag Archives: Social Scorecard

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.

Read On

‘Things To Do’ Puts KENS First On Facebook

In this week’s Social Scorecard, KENS leads San Antonio’s Facebook action mainly due to listening to what people want, and it’s more than just news.

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

KENS has more than 7.7 million actions on social, 30% of the total engagement generated by the DMA (No. 37), with more than 25.7 million social actions.

KSAT, the market’s ABC affiliate owned by Graham Media, is a close second behind KENS in total actions, and leads the market in actions per post with 317.

KSAT also led on Twitter with almost 300,000 actions.

The San Antonio Current, a free weekly alternative newspaper owned by Euclid Media Group, led on Instagram with more than 260,000 actions.

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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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KSL Ahead In Salt Lake City’s Social Media

Salt Lake City, Utah

In this week’s Social Scorecard, KSL-TV reveals how its winning Facebook strategy comes down to two essential content elements.

KSL, Salt Lake City’s NBC affiliate owned by Bonneville International, the for-profit broadcasting arm of The Church of Jesus Christ of Latter-day Saints, holds a slight lead in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KSL has more than 3.2 million actions on social, 29% of the total engagement generated by the DMA (No. 30), with more than 11.3 million social actions. KSL also led the market in actions per post with 288.

KSL was also the top performer on Instagram during the period with more than 202,000 actions.

KSTU, Tribune’s Fox affiliate, led the market on Twitter, with more than 155,000 actions.

Read On

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.

Read On

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.

Read On

KDFW Commands Dallas Social Scene By 7 Million

KDFW, the Fox O&O in Dallas, dominated social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KDFW has just over 13.5 million actions on social, 36% of the total engagement generated by the DMA, with more than 37 million social actions.

KDFW was also first in actions per post on Facebook with 1,571, and leads the market on Twitter with more than 300,000 actions.

KKDA-FM, (K-104), an urban contemporary station owned by Service Broadcasting, leads the market in Instagram with over 550,000 actions.

How is KDFW able to dominate the market on Facebook so completely, literally doubling what its nearest competitor gets?

Bruce Smith

It starts with having a legitimate history of listening to its viewers, says Bruce Smith, KDFW’s assistant news director.

“We have been a very interactive station with our viewers for a long time that far proceeded social media. We have a franchise called Viewers Voice which has been around for 18 years, which got its start from people calling into the newsroom commenting about a story. Now, Facebook is just simply another platform where we can interact with our viewers.”

Mark Norris

Mark Norris, KDFW’s senior web producer, says one reason the station is so successful on Facebook is because they know what people want. And what they want are local stories about people

“It’s people at their best or people at their worst,” says Norris.

“Crime stories, we do those. They can be horrifying, but it’s following up and figuring out what’s the human element of this” that is key.

“The other side of it is finding the people who are doing exceptional things. We want to showcase people doing good in the community, positive stories. But, bottom line, it’s people either way.”

Norris says that the amount of posts KDFW generates is only half what the other stations do, yet what they post scores high engagement. “We know what works and we know what connects, and we know how to ride it.

“I would say the biggest example of that would be the July 7th anniversary of the shooting of the police officers here in downtown Dallas. That was a really horrible time here.”

Norris says KDFW’s approach was not to relive those moments, but to honor “the memories of people who lost their lives.”

Sometimes, a story that shows high interest and engagement on Facebook, will prompt KDFW to give it added coverage in its newscasts.

Smith says the story of a missing 3-year-old girl is an example.

“Obviously, there’s great interest in that story. She has still not been found. So each day, that story continues to be one of the top posts. Based on that information, we have continued to put a reporter on that story every day.”

Unlike many  TV stations, KDFW uses Facebook Live sparingly, says Norris.

“We are not afraid to use Facebook Live, but we do not use it nearly as much as a lot of people do. A lot of stations use Facebook Live, it’s a way of life for them. They will Facebook Live anything and everything. To us it is a tool. If there is a situation that deems us using it, then we will go for it.”

Norris points to an example, the controversy over the removal of a statue of Robert E. Lee.

“Instances like that when there is a major story that’s been playing out, we will go live. It has to be a good and special reason for us to go live on Facebook.”

KDFW does, however, use Facebook Live regularly featuring the station’s main anchor and meteorologist.

During severe weather, there are times that the severe weather doesn’t warn us cutting into programming,” says Smith, “but it’s severe enough our meteorologist will frequently be doing Facebook Live.”

Ultimately, Norris says the station’s success is based on its presentation.

“The way we do it is very concise, very clear, letting people know what’s going on.”