Every Wednesday, Share Rocket takes a look at one of the top 20 DMAs in the country and analyzes the last 30 days of data from Facebook, Twitter, and Instagram in that market. If you’d like to know more about Share Rocket’s social media ratings and data, you can contact us at this link to ask questions or arrange a demo of our software. Here are the most-recent Atlanta social media ratings.
Overall: WAGA (Fox O&O) extended their first-place lead slightly over the last 30 days to a 44.1 overall Share, continuing an excellent 2017 for the station. The station has been in first place at the end of every month this year and they’ve had an overall Share less than 40.0 at the end of a month just one time. WSB (Cox-owned ABC affiliate) was second with a 29.5 overall Share and WXIA (TEGNA-owned NBC affiliate) was third with a 24.1 Share. WXIA had a particularly good month, increasing their Share by +9% and Engagement by +28.9% over the last 30 days compared to the 30 days prior. A big part of that improvement came from investigative reporter Jeremy Campbell, who we’ll get to in just a minute.
WAGA is the No. 1 station in the market on Facebook and the main WAGA station Page is the top Facebook Page in Atlanta. WSB is the No. 1 station on both Twitter and Instagram, and its main accounts were the top accounts on each of those platforms. Every station saw more Engagement in the last month than it did in the 30 days prior, with three of the stations in the market (WAGA, WXIA, and Meredith-owned CBS affiliate WGCL) increasing their Engagement by 17% or more.
On Facebook, WAGA’s main Page is dominant. Of the station’s 45.4 Share on the platform, the main Page was responsible for 42.9 (or about 94% of it). The main Page averages an incredible 4,309 Engagements per post and has the largest Audience of any social account in the market with 1,425,755 followers (narrowly beating out WSB’s main Page by about 20,000). WSB was second on Facebook with a 26.6 Share and generated nearly 2.3 million Engagements as a group in the last 30 days. WXIA had a 25.1 Share as a group on the platform, with 21.4 of that (about 85%) coming from the station’s main Page. The NBC affiliate got a nice boost on Facebook from the aforementioned Campbell and meteorologist Chris Holcomb. Campbell was sent to Houston to cover Hurricane Harvey and the dramatic images and videos he’s posted have clearly resonated with his Audience. His 37 posts on Facebook in the last 30 days have averaged 5,320 Engagements per post, but in the last seven days (8/23-8/30) his 16 posts averaged 12,276 Engagements per post. Holcomb stayed in Atlanta, but his updates on the storm helped make him the No. 2 individual overall on Facebook in the market.
WSB was the brand to beat on Twitter with a 53.3 Share as a group, followed by WAGA with a 23.4, and WXIA with a 19.0. WSB’s main station account is the only Twitter account in the market to top 1 million followers and it was responsible for 22.4 of the station’s total Share on the platform. No other single account in the market had a Share of 7.0 or higher. As a group, WSB generated 100,000 more Engagements through Twitter than any other station. The top individual in the market on Twitter was Radi Nabulsi, who covers University of Georgia sports for WXIA. He had a 5.52 Share on Twitter and generated nearly 21,000 Engagements in the 30-day period. WSB’s Ross Cavitt was one of the most improved on Twitter in the last month – he generated more than 16,000 Engagements on his 30 posts, with the majority of that Engagement coming from this tweet after a woman shot and killed an alleged home invader.
Instagram was even more one-sided, as WSB posted a 62.7 Share as a group on the platform to claim the top spot by nearly 40 Share points. WAGA had a 25.1 Share on Instagram and WGCL was a distant third with a 7.5 Share. WSB’s main station account was responsible for 38.2 of the station’s overall Share on the platform, and they averaged 834 Engagements per post on that account. In terms of total Engagement, WSB more than doubled its next-closest competitor with more than 135,000 Engagements in the last 30 days. The top individual in the market on Insta was WSB’s Jovita Moore, who had nearly 8,000 Engagements on her 14 posts in the last month. Moore also has the largest Audience on Instagram of any individual in the market with 17,461 followers.
Among individuals overall, Jeremy Campbell topped the list with a 2.06 Share after he generated just shy of 200,000 total Engagements in the last month. About 99.5% of that Engagement occurred in the last week. In all, his Audience on social media has increased +125% compared to the month prior. WSB’s Fred Blankenship was a strong performer across all three platforms, finishing 6th among individuals on Facebook, 4th on Twitter, and 4th on Instagram. WAGA’s David Chandley was strongest on Facebook, where he averaged about 609 Engagements per post. Holcomb also had a great month on Facebook. He improved his Share by +34.1% and his Engagement by +85.6% on the platform compared to the month prior. WSB’s Karen Minton rounded out the top five thanks largely to her Facebook Page, where she generated more than 31,000 Engagements in the month.
Of the top 10 individuals in the market, four are with WSB, and three apiece are with WAGA and WXIA.