Tag Archives: Social Scorecard

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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How KTVU Dominates Social Media In San Francisco

By almost every performance metric Shareablee provides, Fox O&O KTVU has led the social media scene in San Francisco over the last six months. This week’s Social Scorecard shows how quality posts and breaking news help the station dominate in nearly all categories.

KTVU has more than 7 million actions on social, 22% of the total engagement generated by the DMA (No. 8), with more than 22 million social actions.

KTVU led on Facebook with over 5 million actions, is No. 1 on Instagram with almost 2 million actions, and tops Twitter with almost 320,000 actions.

In addition, KTVU led in actions per post with 567 despite having the least content of the top five media outlets in the market.

Michelle Toy

“Our strategy on Facebook is quality over quantity,” says Michelle Toy, KTVU’s managing editor of digital and content.

“From the beginning, we have tried to really get organic growth and really connect with our audience. We find content that caters to them, causes that they respond to. We craft each post, we take a lot of time and care into the image, what’s the headline, what’s the spin, if it’s a link post, if it’s a live post, if it’s a photo post, if it’s a specially edited video post, what is the best way to present this particular story to our loyal audience that is going to stand out from what they are getting from the competition.”

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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.”

WITI Tops Milwaukee By 2 Million On Facebook

Social Scorecard this week reveals how WITI Milwaukee leads its next nearest competitor on Facebook by more than 2 million social media actions.

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

WITI has more than 4.4 million actions on social, 37% of the total engagement generated by the DMA (No. 35), with more than 12 million social actions.

WTMJ, the market’s NBC affiliate owned by Scripps, led the market in actions per post with 129.

WXSS-FM, a top 40 contemporary hits station owned by Entercom, led on Instagram during the same period with almost 80,000 actions.

Cary Docter

One reason WITI leads the market on Facebook by 2 million is a football team whose home is 120 miles outside the market, the Green Bay Packers.

“The Packers are big,” says Cary Docter, WITI’s digital content executive producer. “Anything Packers related gets a lot of engagement.”

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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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‘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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