What is America’s best sports town?
Dallas? No, sir.
New York? %#*& you, pal!
The trendy pick is Seattle. And based on how local news affiliates are generating engagement on their social media channels, it looks to be a safe pick. Fresh off the Seahawks’ Super Bowl victory last year, local news stations are leveraging Seattle super fans to drive big engagement on Facebook and Twitter.
Those fans helped Gannett’s NBC affiliate KING5 remain in the top spot last week in the Share Rocket Social TV Ratings™ in Seattle, earning a dominant 40.4 Social Share™ from Dec. 15 – Dec. 21. It’s a position that KING knows well. They’ve been sitting atop the Social Ratings in Seattle since we starting tracking the DMA.
From King5’s #twelfies photo galleries to KIRO’s post-game memes, sports is a key focus for the the social teams. A sports-related post was the most engaging piece of content in the market five out of seven days last week. King5’s story about a young Seahawks fan who had surgery to correct some problems with his feet earned a Top 5 engagement spot on Dec. 16, 17, 18 and 19. The post, right, generated more than 140,000 likes, more than 3,800 comments and more than 3,300 shares on Facebook.
KING5 and has built the strongest long-term social equity in the market, accumulating an 82 SEI™. KIRO (69 SEI) and KOMO (50 SEI) are closest, and KCPQ is a distant fourth with a 45 SEI.
KING5 traffic reporter Tracy Taylor was Seattle’s top performing individual, earning a 1.75 Social Share™ and is among the best in the market with an 82 SEI™. KCPQ’s Bill Wixley (.89 Social Share™, 94 SEI™) and Aaron Levine (.80 Social Share™, 82 SEI™) finished second and third. KIRO’s traffic reporter Alexis Smith (.79 Social Share™, 70 SEI™) was fourth, and KOMO’s traffic reporter Paris Jackson (.79 Social Share™, 58 SEI™) rounded out the market’s top 5.
Here’s a look at Taylor’s Share Rocket report card:
Social TV Ratings for the week of Dec. 8 – Dec. 14, 2014
|1||Tracy Taylor||5 NBC||1.75||82||18,189||498||1,602||0.69%|
|2||Bill Wixey||13 FOX||0.89||94||28,044||89||9,701||110.00%|
|3||Aaron Levine||13 FOX||0.80||82||17,966||182||2,711||22.50%|
|4||Alexis Smith||7 CBS||0.79||70||7,368||221||990||-16.53%|
|5||Paris Jackson||4 ABC||0.79||58||3,129||238||291||11.49%|
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
Sports content dominated as the most engaging content last week in Seattle. We give a special holiday award to KIRO’s “The Lynch who stole Christmas” post. Seattle’s star running back Marshawn Lynch, a fan favorite, rushed for 113 yards and two touchdowns including a 79-yarder.
KIRO’s post, which reported the final score, is great because of the meme, which is just brilliant. It’s a great way to generate engagement, especially shares. It generated more than 24,000 likes, 540 comments and more than 12,000 shares. A great lessons to media brands everywhere about how to post final scores.
This post hits almost of our checklist:
Tells an urgent, compelling, inspirational or funny story?
Appeal to emotion?
Use a photo?
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.