In Fayetteville, Arkansas, Social Scorecard reports how KHBS, Hearst’s ABC affiliate, stays just ahead on Facebook in what is essentially a 2-way duel in the market’s social media scene. Less than 100,000 Facebook actions separate KHBS from KFSM for the top slot. However, KFSM got more engagement from its posts with only about one-third the content […]
In Fayetteville, Arkansas, Social Scorecard reports how KHBS, Hearst’s ABC affiliate, stays just ahead on Facebook in what is essentially a 2-way duel in the market’s social media scene.
Less than 100,000 Facebook actions separate KHBS from KFSM for the top slot. However, KFSM got more engagement from its posts with only about one-third the content posted.
KHBS, the Hearst-owned ABC affiliate in Fayetteville, Arkansas, leads in social media actions in the market over the last six months according to data from audience insight firm Shareablee.
KHBS has more than 1.1 million total actions on social media, accounting for 41% of the total engagement generated by the DMA (No. 98), with more than 32.8 million social actions.
KHBS led the market on total content with almost 30,000 posts and also led on Twitter with more than 21,000 actions.
KFSM, Tribune’s CBS affiliate, led in actions per post with 96, even though it had far fewer content posts, just over 11,000.
The Arkansas Democrat-Gazette, the newspaper of record for Arkansas owned by WEHCO Media, led on Instagram with almost 19,000 actions.
Colleen Clement, KHBS’ news director, attributes the station’s success on Facebook and social media in general to paying attention to what their users need and want.
That may mean using Facebook to stream a public hearing or a Facebook Live of breaking news.
“We had a story with the VA hospital that had put some test results in jeopardy and they had a public hearing. While that is something we absolutely cover in the newscast, we were able to also stream it live for people that might not be able to get there.”
KHBS’ use of Facebook Live to cover breaking news also generates high engagement, whether it’s a matter of life and death or not, any story where viewers want to know what’s happening, like those incredible lines at Build-A-Bear.
“People were very interested in that and wanted to know what was going on. We did a Facebook Live just about what was happening at the time,” said Clement.
Clement says KHBS took to Facebook Live to cover a far more serious breaking news event, the duck boat sinking in Branson, Missouri, about 2 hours away.
“We got crews headed that direction and provided coverage on-air overnight. Our team is just committed to keeping our viewers informed. They are very good about letting people know what’s going on as things are happening and the platform for that really is social media”
Clement says KHBS’ reporters often turn to Facebook Live even when it’s not a breaking news event to involve their users in the process, reaching them wherever they are.
“Our reporters do Facebook Lives quite a bit. Either as they’re going to stories or when they get on a location and for things that aren’t breaking, just their day-of stories. The process is still something that viewers and users seem very interested in.”
And of course, the biggest day-of story in every market every day is the weather.
Clement says Darby Bybee, KHBS’ chief meteorologist, uses Facebook Live very effectively to reach people who aren’t watching television.
“He can get on Facebook in the middle of the afternoon. People may not be watching TV, but yet they are usually checking their Facebook feed.”
Clements cites recent storms in Northwest Arkansas, the same ones that hit Branson and caused the duck boat accident.
“He can get on there and tell people, look, this is coming and you need to seek shelter right away. I think that’s where it’s very effective for Darby and the whole team. That’s a matter of public safety at a certain point.”
But as important and effective Facebook is during breaking news and weather, Clement believes
users want a mix.
“We also try to cover the very positive stories as well. That’s part of what’s going on.”