Cox’s ABC affiliate WSB-TV has been leading the Share Rocket Social TV Ratings™ in Atlanta since we started scoring and rating all stations in Atlanta. They have built the strongest long term social equity in the market, accumulating an 87 SEI™.
Riding their consistently strong brand profile pages on Facebook and Twitter, they held on to the top spot last week, earning a 35.99 Social Share™ from Dec. 1 – Dec. 7, but by the slimmest of margins over Gannett’s NBC affiliate WXIA, who pulled a 35.87 Social Share™ over the same period. That’s a 0.12 difference in overall Social Share™, the closest margin we’ve reported in any market. Fox’s WAGA finished third with a 21.10 Social Share™ and Meredith’s CBS affiliate WGCL finished fourth with a 7.04 Social Share™.
WSB-TV has built a big lead, but it’s clear that this is turning into a horse race. WXIA has closed the gap by leveraging talent and a strong performance by its main profiles last week during coverage of the major news stories in the market.
WXIA published the most engaging content in the market four out of seven days last week. They started the week off strong with coverage about Atlanta-area police rescuing 13-year-old Gregory Jean who had been missing for 4 years and was being held behind a false wall in a Clayton County home. The post, right, was the top piece of content on Dec. 1 and Dec. 2, earning more than 30,000 total engagements.
But it’s talent where WXIA has closed some of the gap. Talent accounted for 29 percent of WXIA’s overall social equity; WSB-TV talent contributed only 22 percent of their brand’s overall social equity. Last week is a microcosm. WSB-TV has the best performing brand profiles. But WXIA is making up the difference in the talent category. Last week, three of the five top performing individuals represent the WXIA newsroom.
Radi Nabulsi, a contributor for WXIA and publisher of UGAsports.com was Atlanta’s top performing individual, earning a 2.08 Social Share™ and is best in the market with a 96 SEI™. Over the past few weeks, Nabulsi accounts for almost 9 percent of WXIA’s Social Equity™ and generated more than eight percent of the station’s total social engagement on his own. WXIA contributor Sam Crenshaw (1.14 Social Share™, 69 SEI™) and Vinnie Politan (1.03 Social Share™, 81 SEI™) landed third and fourth, respectively, among last week’s top performers.
Here’s a look at Nabulsi’s Share Rocket report card:
Social TV Ratings for the week of Dec. 1 – Dec. 7, 2014
|1||Radi Nabulsi||11 NBC||2.08||96||19,152||335||8,013||-17.38%|
|2||Paul Milliken||5 FOX||1.19||82||9,944||236||3,076||8.23%|
|3||Sam Crenshaw||11 NBC||1.14||69||4,846||306||371||59.23%|
|4||Vinnie Politan||11 NBC||1.03||81||307,063||12||665||-21.49%|
|5||Jovita Moore||2 ABC||0.74||85||37,914||84||3,196||-77.58%|
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
The other story to drive social engagement in Atlanta last week was a sad one. Early last week, a rare set of conjoined twins were born at an Atlanta-area hospital. Asa and Eli were “doing well, according to their parents.” But the story took a tragic turn. The boys, who shared a torso and circulatory system, encountered heart problems and died two days later.
The post earned a top content spot in Atlanta on Dec. 6, collecting more than 7,000 likes, more than 3,700 comments and more than 1,200 shares. Their technique of asking for engagement can be employed for any tragic story. At the end of the post, WBS-TV asks readers to
“POST your condolences for the family below.”
This post hits all 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.