KING launched a refined brand messaging campaign prior to the February sweeps period, reinforcing the mission of KING: finding the truth for all Northwest communities. “Our organization conducted brand workshops to find our strengths and truly define how we cover news and what we’re passionate about,” said Jay Yovanovich, KING’s marketing director.
Shoppers take a selfie in front of the machine and then post it on Twitter or Instagram, and voila, a free t-shirt dispenses from the machine.
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.
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.”
KGBT down in the Rio Grande Valley of Texas is not only leading on Facebook in market 84, but is outperforming stations in markets that are much larger. “We have 332,881 likes on our Facebook page, more likes than some of the stations that are in the top 20, top 30 markets. I’m excited about that,” says Ronald Marley, KGBT’s digital executive producer.