2014 in many ways was a year of intense racial discussion across the nation, fueled by social media’s ability to drive controversial conversations. The tone of those conversations is still driving news cycles and much of the social engagement among local TV fans and followers.

Coverage of the #blacklivesmatter protests dominated social engagement in Minneapolis-St. Paul last week. On MLK Day, five of the six most engaging posts from local broadcasters all detailed the protests. This post from Gannett’s NBC affiliate KARE was the top post on the MLK holiday, generated more than 5,000 engagements.

The post was one of many that helped KARE win the Share Rocket Social TV Ratings™ in Minneapolis-St. Paul last week, drawing a 32.74 Social Share™ from Jan. 19 – Jan. 25.

Fox’s KMSP finished a close second with a 31.06 Social Share, CBS’s WCCO was third with an 23.48 Social Share, and Hubbard’s ABC affiliate KSTP finished a distant fourth with a 12.72 Social Share.

KARE and has built the market’s highest long-term social equity, accumulating a 83 SEI™. KMSP has seen it’s SEI rise to 71, a 13-percent improvement over the past 30 days, closing the gap on KARE (83 SEI).  WCCO (57 SEI) and KSTP (45 SEI) are third and fourth.

KARE currently has the market’s largest social audience (648,000-plus); KSMP is close with 624,000-plus fans and followers on Facebook and Twitter. Despite having fewer followers, KSMP held its own in engagement battle last week, and has been more efficient, posting the market’s second best audience / engagement ratio of 5.77. KTSP was first with ratio of 10.87, but on a significantly smaller audience base (241,000-plus).

KARE meteorologist Sven Sundgaard was Minneapolis-St. Paul’s top performing individual, earning a 3.18 Social Share™ and is the best in the market with a 94 SEI™. KMSP’s Dawn Mitchell (1.79 Social Share™, 79 SEI™) was second. WCCO’s Jason DeRusha (1.73 Social Share™, 83 SEI™) finished third, and KSTP’s Darren Wolfson (1.72 Social Share™, 80 SEI™) and Chris Long (1.17 Social Share™, 79 SEI™) were fourth and fifth, respectively.

Here’s a look at Sundgaard’s Share Rocket report card:

social tv ratings share rocket minneapolis st paul


Social TV Ratings for the week of Jan. 19 – Jan. 25, 2015

111 NBC32.7483648,3471,267129,0829.92%
29 FOX31.0671624,0031,649108,11940.81%
34 CBS23.4857479,6661,16084,23189.44%
45 ABC12.7245241,0171,39222,17741.91%

Top individuals

1Sven Sundgaard11 NBC3.189447,3812915,92662.31%
2Dawn Mitchell9 FOX1.79797,73029186336.33%
3Jason DeRusha4 CBS1.738331,1012162,22716.11%
4Darren Wolfson5 ABC1.728020,4332581,15615.25%
5Chris Long5 ABC1.17795,305187659-5.86%

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

Another racially-focused story was among the most engaging in the market. A Minnesota father posted a video to You Tube in an effort to show people how his daughter was being bullied with racist messages on Snapchat. Each station in the market promoted coverage via social, but this post from WCCO earned the top content spot on Jan. 21. The Facebook post has generated more than 14,000 engagments. The well-chosen image shows the close relationship between father and daughter, helping frame the story. Our only knock is that the psot is missing a call to action.

Other than that, 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.

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