One of the most revealing and relevant sessions at the Promax Station Summit in Las Vegas last month was Five Tips For Winning Viewers with Social Media. Today, it’s not likes, shares and comments that measure success on Facebook, said Apryl Pilolli, head of innovation at Social News Desk. “You need reach and ratings. You don’t need likes. Awareness, preference, loyalty and sales are more important.”
The Motor City hosts one of the largest auto shows in the country, and WXYZ has complete coverage of the week–long event including a half-hour special this Saturday night.
Local TV news broadcast companies all around the country, like Tegna, Cox, and the ABC-owned stations, are using Megaphone TV’s live polling, live voting and live trivia on social and on-air to drive and hold viewers during their newscasts. “We look at it as something that helps us connect with our viewers and helps our viewers connect with us, and it gets our viewers to be heard,” said Rhonda LaVelle, WXYZ Detroit’s news director.
Fox’s WTVT won first place in the Large Market category in TVNewsCheck’s inaugural Social Media Excellence Awards. Its news director reveals how the station uses the natural beauty of the area to heighten engagement with its users.
WDAF Kansas City wanted to thank its 500,000 Facebook fans with a special day of celebration. Problem was, as the day approached, it didn’t have a half million followers. The solution was a 24-hour Facebook Live marathon. “I don’t know that it’s been done before, but to go 24 hours straight on Facebook Live was quite the feat,” said Danielle Ray, WDAF’s creative services director.
With its building flooded out, Sinclair’s WCTI in New Bern, N.C., had to get creative to bring its viewers news coverage of Hurricane Florence. Facebook carried the load for a few days, and then when it got back on the air, producing newscasts from locations all over town kept viewers in the know. “We have a lot of young people here and I’m impressed by how well they’re taking it and how well they’re doing. They know they have a task,” said Sean Finn, WCTI’s creative services director.
This week’s Social Scorecard covers the social media scene in New York City where broadcasters are vying for their share of engagement among 140 million actions. WNYW, the Fox O&O, is far ahead of all broadcasters there. Its secret? Fewer posts that appeal to their followers’ emotions. “Sometimes, less is more,” says Dan Carlin, the station’s programming and research VP.
With a rare Category 5 hurricane bearing down on the Hawaiian Islands, KHON Honolulu got coverage help from owner Nexstar’s Washington bureau and stations in California, Nevada and Pennsylvania. The effort led to an outpouring of support from the community. “I’ve never in my life seen anything like it,” said Kristina Lockwood, KHON’s general manager.
Social Scorecard this week comes from Cedar Rapids, Iowa, about 100 miles east of Des Moines, where Gray’s KCRG is on top of social media. The key to its success on Facebook is reliable information, just like on television. “We are your trusted source regardless of the platform,” says Adam Carros, KCRG’s news director. “I think that’s really the value at the end of the day.”
This week, Social Scorecard is in West Michigan’s largest city, Grand Rapids, just 30 miles east of Lake Michigan, to find out what WXMI is serving on Facebook to make it the most engaged. The secret ingredients are an appetite for food and short, easily digested videos.