Dallas-Fort Worth news dominated national headlines last week, with thunderstorms leaving 300,000 people without power and a Dallas hospital confirming the first known case of the Ebola virus in the US.
Fox’s KDFW in Dallas led the way in social capturing almost a 36 share in social from Sept. 29 – Oct. 5, generating more than 344,000 engagements across Facebook and Twitter.
Fox 4 has dominated the DFW social market for most of 2014, with a Social Equity Index™ of 89, but Gannett’s ABC affiliate WFAA has been slowly closing the gap this summer and finished second during this period with a 30 Social Share™ and an SEI™ of 66.
Social Ratings for the week of Sept. 29 – Oct. 5, 2014
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.
|1||Pete Delkus||WFAA 8||1.71||94||122,009||253||10,990||2.37%|
|2||Pat Doney||5 NBC||1.24||84||4,511||497||3,715||-6.21%|
|3||Janet St. James||WFAA 8||1.00||77||6,639||252||6,679||1.11%|
|4||Jason Whitely||WFAA 8||.85||78||13,983||295||3,335||-2.23%|
|5||Newy Scruggs||5 NBC||.84||82||15,723||315||2,585||-1.67%|
WFAA meteorologist Pete Delkus is the top performing social talent in the Dallas-Fort Worth market with a 94 SEI™, and he proved it against last week, generating more than 10,000 engagements and a 1.7 Social Share™ with dominating coverage of the thunderstorms that left much of North Texas without power.
Six months ago, I read @garyvee’s “JJJRH” book about the importance of social media. I decided to test it by going all-in, trying to really connect with viewers and DFW sports fans on Twitter. The results have been tremendous. I love chatting with the Cowboys/Rangers/Stars/Mavs fans I’ve come to know, and tonight, I hit a major milestone: my 3,000th follower. While I realize that’s a small number compared to many media members, and that 50% of my followers are Nigerian princes (who knew there was so many?), I wanted to say THANK YOU. …
Doney shouldn’t be so humble. Last week he pulled a 1.24 Social Share™, finishing second among individuals. We’ve watched as Doney worked to push his SEI™ to 84, good for third-best in the market behind only Delkus (94) and Clarice Tinsley (88). That makes him best in social performance in the Dallas-Fort Worth market among TV sports personalities. Newy Scruggs (82), who ranks fourth in the DFW market overall, has a larger audience, but Doney is more active and engages with his audience at a higher rate than Scruggs. Most of Doney’s social juice is generated via Twitter, which is a less engaging platform than Facebook. Doney’s performance would skyrocket if he focused on Facebook as much as Twitter. Here’s his most recent social report card:
Top content, best practices
This week’s coverage of the Ebola virus emergence in the US and severe weather storyline highlighted the need for execution in social. Among the most engaging posts this week were great examples of best practices.
WFAA goes viral with Ebola post
WFAA’s breaking news Facebook post on Ebola generated more than 1,600 likes, 1,700 comments and more almost 11,000 shares. Why? They continued to update the same post for several hours, and resisted the temptations to create new posts for story updates. Updating their original post allowed them to maintain the social momentum throughout the lifecycle of the story. Many of their competitors split their virality amongst many posts, which likely lowered reach and engagement. The post also employed a hashtag, links to a live stream and a helpful facts about Ebola. Post is top right.
KDFW’s storm pic that was worth 1,000 words
We’re somewhat limited in social by brevity. But KDFW’s storm post generated more than 6,800 likes, 1,400 comments and 6,900 shares. Why? A well-chosen picture of the damage to a popular area in Fort Worth’s Stockyards. It highlights the impact of using compelling photography. Post is bottom right.
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. Next week: New York.