Boston has earned a lot of the headlines thanks to a record-breaking eight feet of snow in 2015.
But the great whiteout of 2015 isn’t confined to the northeast. Cleveland broke a 111-year-old cold weather record last week, reaching 10-below zero. Those cold termperatures and snow storms caused travel delays and school closing across Ohio. For Tribune Fox affiliate WJW that was good news. A third-place individual performance from meteorologist Scott Sabol combined with a solid performance of the station’s main branded accounts, helped WJW top last week’s Share Rocket Social TV Ratings™, earning a 30.27 Social Share™ from Feb. 8-Feb. 15. The social pole position is nothing new to WJW. They’ve built the strongest long-term social equity in the market, accumulating a 71 SEI™.
But WJW’s lead is waning. Last week was one of the closest ratings periods we’ve tracked, with Raycom’s CBS affiliate WOIO finishing a close second with a 30.05 Social Share. Gannett’s NBC affiliate WKYC (21.16 Social Share) was third, and Scripps’ ABC affiliate WEWS (18.52 Social Share) was fourth.
WOIO, second-best with a 65 SEI, and WKYC (56 SEI) are closing the gap with smart, aggressive coverage.
WJW benefits from having built a massive audience of more than 1.1 million across Facebook and Twitter. But last week, WOIO generated more engagements (267,000-plus) with half the audience (489,000-plus). WJW’s slight edge this week is attributable to audience size and a slim edge in voice.
WKYC’s smart and emotional plea (above) reminding people to bring pets in from outside generated more than 37,000 engagements and earned a top content spot on Saturday, Feb. 14.
The only highlight for WEW is meteorlogist Mark Johnson, who is Cleveland’s top social journalist, generating more than 133,000 engagements over the past 30 days. Based on engagements, that’s more than the next four — combined.
Johnson earned a 3.86 Social Share™ and is the best in the market with an 98 SEI™. WKYC’s Hollie Giangreco (2.26 Social Share™, 83 SEI™) was second. WJW colleagues Scott Sabol (1.16 Social Share™, 85 SEI™) and Stefani Schaefer (1.10 Social Share™, 82 SEI™) finished third and fourth. And WKYC’s Chris Tye (1.02 Social Share™, 81 SEI™) finished out the top 5.
Here’s a look at Johnson’s Share Rocket report card:
Social TV Ratings for the week of Feb. 9 – Feb. 15, 2015
|1||Mark Johnson||5 ABC||3.86||98||84,095||304||18,687||-23.41%|
|2||Hollie Strano-Giangreco||3 NBC||2.26||83||52,854||210||8,390||120.00%|
|3||Scott Sabol||8 FOX||1.16||85||33,389||61||7,628||-4.13%|
|4||Stefani Schaefer||8 FOX||1.10||82||121,130||24||5,753||47.59%|
|5||Chris Tye||3 NBC||1.02||81||4,383||138||1,339||164.00%|
Social Equity Index™ (SEI™): Measures social equity you have built over time and performance — relative peers. Social Share™: Measures a brand’s raw share of the total audience, voice and engagement in a defined market. Audience: Combined fans and followers (Facebook, Twitter) for all profiles. Voice: Outbound posting and commenting activity. Engagements: Total likes, shares, comments, mentions, replies, retweets and favorites for the brand.
Top content, best practices
On January 27, WOIO posted a video to Facebook about a Texas high school teacher leading students through the school’s halls dancing to Bruno Mars hit “Uptown Funk.”
They likely had no idea that it would still be generating engagement almost a month later, earning top content spots three times last week.
The post has generated more than 284,000 likes, more than 33,000 comments and more than 509,000 shares since Jan. 27. And according to Facebook, the video has generated more than 29 million views. Watch it. You know you want to.
This post hits almost all of our checklist:
Tells an urgent, compelling, inspirational or funny story?
Appeal to emotion?
Use a photo/video?
Ask for engagement?
Each week Share Rocket highlights the top performing stations and individuals across the nation’s top TV markets, sharing insights and best practices that are helping the nation’s best social journalists connect with their audience.