Social Scorecard this week reports from Philadelphia to find out how WPVI, the ABC O&O, is able to dominate the market on social media by millions over other media outlets. WPVI leads in social media actions in the market over the last six months according to data from audience insight firm Shareablee. It has almost 13 […]
Social Scorecard this week reports from Philadelphia to find out how WPVI, the ABC O&O, is able to dominate the market on social media by millions over other media outlets.
WPVI leads in social media actions in the market over the last six months according to data from audience insight firm Shareablee. It has almost 13 million actions on social, accounting for almost 36% of the total engagement generated by the DMA (No. 4), with more than 35 million social actions.
WPVI also led on Instagram with almost 2 million actions and led on Twitter with more than 770,000 actions.
WIP-FM, broadcasting a sports talk format and owned by Entercom, led on actions per post with 477.
John Morris, WPVI’s VP of multiplatform programming, attributes the station’s dominance on social as a natural extension of its Action News brand on TV.
“For 30-plus years, we have been the No. 1 TV station in Philadelphia and our fans and followers have always talked about being part of the Action News family. They love our anchors and they love our reporters and Facebook has given us a chance to personalize that even more. If you have that kind of traditional relationship with your viewers and then can use your social media to take that relationship to a truly personal level.”
One event that was personal to WPVI’s Facebook users was the Philadelphia Eagles winning the Super Bowl. Three of the top five performing Facebook posts for WPVI, according to Shareablee, were about the Eagles and their big win.
THE EAGLES WON THE SUPER BOWL!!!!!
Posted by 6abc Action News on Sunday, February 4, 2018Brand Connections
“The entire city came together,” said Morris, “and wanted to share that joy and excitement. We made sure that we were part of that and taking part in the conversations.”
While the Eagles winning the Super Bowl was a local story the station knew might come and had planned for, Morris says international stories like the rescue in Thailand can also generate high engagement.
RESCUED! Thailand's navy SEALs say all 12 boys and their soccer coach have been rescued from a flooded cave in far northern Thailand, ending an ordeal that lasted more than two weeks. https://6abc.cm/2ubkknW
Posted by 6abc Action News on Tuesday, July 10, 2018
THEY'RE ALIVE!! All 12 members of a Thailand youth soccer team and their coach have been found alive in cave where they went missing over a week ago, a local official says.
“It was one of those that tugged on those emotional strings. It was that thrill of success, being part of the world watching this event that everybody wanted to comment on and share with their friends.”
THANK YOU! Join us in thanking all of the rescue workers who risked their lives to save 12 boys and their soccer coach…
But while stories from half way around the world can sometimes connect with WPVI’s Facebook family, the ones that do best are the local feel good stories.
Across Delaware County, banners are being posted in honor of "Hometown Heroes," locals who have served in the military. https://6abc.cm/2KP8DNp
Posted by 6abc Action News on Thursday, July 5, 2018
“We have been doing those stories forever’” says Morris, “and we know that people have liked seeing those stories as part of the newscast, but now we get to see almost instantly the reaction that people get to a story like that.”
Facebook Live is another tool the station uses to engage with its audience, says Morris, citing a daily Facebook Live from one of the station’s meteorologists, Cecily Tynan, at around 4:30 in the afternoon.
Heat wave day four, let’s talk about how hot it’ll feel tomorrow, then track relief on the way. Live chat now from the 6abc Action News studio!
Posted by Cecily Tynan on Monday, July 2, 2018
“That is a must for her followers. They come in every day and they follow her. She loves it. She loves engaging with people on Facebook.”
But covering breaking news via Facebook Live also does a robust engagement, says Morris, especially when it’s from the scene.
Bob Brooks is live in Newfield, New Jersey at the scene of a house explosion that left two people dead. Here's the latest: https://6abc.cm/2J1xOr8
CENTER CITY STREETS FLOODED: Action News is live as water gushes down multiple streets following a major water main break in Center City Philadelphia.
Posted by 6abc Action News on Tuesday, July 3, 2018
Morris says that using Facebook to promote the news on TV is tricky. You can’t just dangle a tease in front of them on Facebook. You have to give them content.
“Because a satisfying content experience is great and people enjoy that, and if you tell a short story in a minute or a minute-and-a-half with video or compelling text and compelling pictures, we believe that you can drive people from one platform to another.”
A recent example was the station’s consumer reporter Nydia Han.
“She gave us a series of stories on some construction problems. We showed portions of the interviews she had, and some of the damage. The response to that on Facebook was huge. The story itself did very well when it was in the newscast. So we believe that you can draw a line from one to the other.”
CONSTRUCTION NIGHTMARE – Houses are falling apart, not just a few, but across the Delaware Valley As you can see in the video, they are literally rotting from the inside, and the worst part is that it's almost impossible to tell that you have a problem. If you do, you need to get in touch with a construction attorney immediately. Nydia Han learns more about what is causing this homeowners' nightmare – and what everyone should do to protect themselves – Action News Friday Night at 11
Posted by 6abc Action News on Friday, November 4, 2016
Morris says stations can’t rely on the traditional way of recruiting audience, since people are watching more than the TV screen. So using Facebook to engage with users to bring them back to the TV screen is critical.
“You still need more people to tune in. So those are the ways that we think it could be cost effective. We think with a good story, it reaches people.”