The midterms dominated social conversations last week. Republicans won control of both houses of congress. And voters in Florida decided a close and heated battle between incumbent governor Rick Scott and former governor Charlie Crist for the state’s top leadership position.

But in Tampa, another ballot measure was driving more conversations — pot. Voters defeated a constitutional amendment that would have allowed the medical use of marijuana despite winning 58 percent of the vote. On the same day, Washington D.C., Oregon and Alaska all voted to allow the legal use of cannabis. You see, the a constitutional amendment in Florida requires 60 percent approval vote. Ah, the controversy.

Controversy is gasoline for social conversation fire. And Fox 13 cashed in with their pot post (above) that generated more than on that engagement with a post that generated more than 22,000 engagements, finishing as the top news post in the market on Tuesday and Wednesday. It generated quite the conversation on Facebook. Kevin LifeisGood Covington wrote:

Florida didn’t say “no”. Florida loudly said “yes” with over 57%. It didn’t pass because of the required 60% threshold. It is only a matter of time before medical marijuana is legalized in Florida.

Winning is nothing new for WTVT Fox 13. They’ve been leading the Social Ratings race in Tampa since we began tracking the market. The continued the trend last week capturing a 37.78 Social Share™ in Tampa / St. Pete from Nov. 3 – Nov. 9, generating more than 270,000 engagements across Facebook and Twitter.

But NBC affiliate WFLA continues to put up a fight. With a respectable audience of more than 469,000, WFLA pulled a 26.65 Social Share™ last week and 59 SEI™, the market’s second best.

The nod for top talent in the market goes to Fox 13 meteorologist Paul Dellegatto, who earned a 5.4 Social Share™ last week and was best in the market with a 96 SEI™. Dellegatto generated more than 26,000 engagements last week. Here’s a look at his Share Rocket report card:


WFTS meteorologist Denis Phillips (1.8 Social Share™, 82 SEI™) finished in second. WFLA’s Keith Cate (1.5 Social Share™, 79 SEI™) and Leigh Spann (1.2 Social Share™, 80 SEI™), and WTVT’s Jennifer Epstein (1.4 Social Share™, 79 SEI™) round out the top 5.

Social Ratings for the week of Nov. 3 – Nov. 9, 2014

113 FOX37.7893888,6813,598272,0282.10%
28 NBC26.6559469,2545,454138,763-42.08%
310 CBS18.639284,7313,081113,9423.16%
428 ABC14.5638485,7732,16881,7722.55%
540 ABC2.415.447,45355910,9051.60%

Top individuals

1Paul Dellegatto13 FOX5.219680,65417046,296-38.40%
2Denis Phillips28 ABC1.838237,82129211,00715.17%
3Keith Cate8 NBC1.43794,1026251,49638.78%
4Jennifer Epstein13 FOX1.527960,4032068,488116.00%
5Leigh Spann8 NBC1.238010,3044482,876-5.15%

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

Tuesday, Nov. 11 is Veteran’s Day a federal holiday in the US. The day honors those who have served in the US armed forces. Military appreciation is something that gains significant social juice. Any kind of positive patriotism does well in social. Veteran’s Day posts will be no different. This week, WFLA got a head start on everyone. On sunday, this post using a viewer submitted photo of wreaths at the Florida National Cemetery generated more than 6,500 likes, 3,000 shares and almost 600 comments, and was the most engaging post in the market on Sunday.

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. Next week: Nashville.

Comments are closed.