Tag Archives: Twitter

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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WXIN Ahead On Indianapolis’ Facebook Actions

When it comes to Facebook, TV stations are finding inventive, new ways to generate high engagement.

Social Scorecard this week reveals how WXIN, Tribune’s Fox affiliate in Indianapolis, uses search tools to find local stories. But that’s only part of its strategy. Facebook Live and inventive use of resources also contribute to its high engagement.

WXIN leads in social media actions in the market over the last six months, according to data from audience insight firm Shareablee.

WXIN has more than 5.8 million actions on social, 34% of the total engagement generated by the DMA (No. 28), with more than 17.1 million social actions.

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Meteorologist Pushes WCNC To Top On Facebook

In this week’s Social Scorecard, learn how WCNC’s meteorologist helped Tegna’s NBC affiliate in Charlotte, N.C., lead on Facebook by almost a million actions.

WCNC is ahead in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

It has more than 3.5 million actions on social, 26.5% of the total engagement generated by the DMA (No. 23), with more than 13.3 million social actions.

WCNC also leads in actions per post with 226.

WBTV, the CBS affiliate owned by Raycom, led on Instagram with almost 280,000 actions.

iHeartMedia’s WHQC-FM, broadcasting a top-40 contemporary hits format, led on Twitter with more than 184,000 actions.

Matt King

Brad Panovich

Matt King, WCNC’s news director, says success on Facebook is helped significantly by Brad Panovich,the station’s chief meteorologist.

“I believe he has the most followers on social media of any one of our meteorologists in the company. This past weekend we had a tornado warning and the station was No. 1 in CrowdTangle, another station was No. 2 and then Brad was No. 3 individually, beating the rest of the other media outlets.”

King says Panovich often does Facebook Lives from his living room or his office, “that are kind of becoming must-see TV so to speak. He is so popular on social media.”

Hard news does well for high engagement on WCNC’s Facebook, especially when the station has a plan to cover it, like the death of the Rev. Billy Graham.

“We had a playbook or a plan in place for what would happen when we did get conformation,” says King.

“We were the first on Facebook and we went live with our news team on the set and we did special coverage. The engagement numbers on that specific day were through the roof.”

Digital-only coverage of news events is also part of WCNC’s strategy, says King.

“We had an officer funeral here that really touched a lot of people. We were online, digital only, with live shots of people out in the field for hours and people just wanted to be a part of that.”

Amy Lehtonen

Amy Lehtonen, WCNC’s digital director, says the station’s Facebook strategy is focused on the audience.

“We pay attention to the data and we recognize 67% of our Facebook audience is female. So we focus a lot of our Facebook posts around the female audience.”

Here’s an example of a WCNC news story that was tailored for the Facebook audience.

Lehtonen says the kinds of stories that do well on WCNC’s Facebook page are “stories that make people feel good and stories that people are going to care about.”

Like a story about a cat that walked 12 miles to get home.

King says the cat story was the most watched on Facebook among all of the Tegna stations.

Lehtonen says one viewer-generated video had more than 3.3 million views when the station asked for photos/videos of snow in Charlotte.

King says the station pays close attention to the comments users’ post.

“The comments and the discussion that we have will then lead us down a totally completely different path that we weren’t expecting and then two or three other great stories come out of that thread.”

Here are two examples of news stories that aired on WCNC as a result of social listening.

Both King and Lehtonen say their success on Facebook is posting what they think people will share on their feed.

“What are the things that you are gravitating towards when you are scrolling,” says King.

“Whatever it is that all our customers would share on a regular basis, we want to be part of that.”

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.”

Local TV Promos Inspire Peace In Unlikely Country

The CEO of a couple television networks half-way around the world has been using local TV promos seen on Market Share as a teaching tool for marketing and promoting peace in the country.

Jack Pagano

“My role is to give people information they can use to make their lives better. In an emerging media environment, young kids in Afghanistan are seeing the work of great promotion people in the United States. And using those skills to make life better for Afghanistan,” says Jack Pagano, the CEO of Shamshad TV, a satellite television channel in Afghanistan.

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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.”

Cleveland’s WJW Leads Facebook Actions By 3 Million

Social Scorecard this week reveals how WJW is able to dominate the Cleveland market on Facebook by more than 3 million actions.

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

WJW has more than 7.5 million social actions, 30% of the 25.7 million total engagement generated by the DMA (No. 19).

WJW also lead in actions per post with 461.

Cleveland.com, a news website owned by Advanced Publications, led on both Instagram and Twitter with more than 850,000 and 189,000 actions respectively.

It’s unusual for one media outlet to outperform all others on social media in a market as much as WJW is doing on Facebook in Cleveland.

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Super Bowl Helps KARE Lead Social Media

This week, Social Scorecard focuses on how KARE took advantage of being the Super Bowl city and station to lead the Minneapolis market in social media actions over the past six months according to data from audience insight firm Shareablee.

KARE, Tegna’s NBC affiliate in Minneapolis, has more than 4.1 million actions on social of the total engagement generated by the DMA (No. 15), with more than 16 million social actions.

The Star Tribune, a daily newspaper owned by Glen Taylor, led on both Twitter and Instagram with 187,000 and 267,000 actions respectively.

KTIS-FM, (98.5 KTIS), a nonprofit, listener-supported Christian station owned by the University of Northwestern-St Paul, led the market in actions per post with 456.

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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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