Top Performing Social Media Posts
KTVL News 10’s Facebook audience accounts for a large portion of our website traffic. It has the largest following in the market on this platform. The page is frequently #1 in video plays, and alternates between first and second in the market overall.
I develop best practices for posting - brief, yet compelling post copy, incorporating post variety, and being conscious of post timing - and work with the rest of the newsroom so that regardless of who posts and when, brand consistency is maintained and a single voice is used. It's important that breaking news gets out to Facebook as soon as it is published on the website. While headlines for stories are important, post copy is also a key decider if someone chooses to click on an article. Post copy needs to be conversational and accessible. Regional and national stories can also be made relevant to the local market by asking questions, or hypotheticals, like if this event were to occur here at home.
While stories are often published across multiple social media platforms, each one functions differently, therefore content must cater to those individualities. Twitter functions primarily as a search engine, with priority given to videos and photos above text posts. The same post copy used on Facebook won't be as effective or far reaching for the story on Twitter. It's important to be aware of agencies or people to tag, and to use already treading hashtags to participate in larger online conversations (as opposed to creating your own, which isn't effective). Twitter is also a more instantaneous platform & is appropriate for tracking breaking news as it develops. The thread feature allows reporters in the field to keep information organize and build their story as new information becomes available. As the Digital Producer, I curate that content when writing stories.
Engagement on the News 10 Twitter page has doubled, and in some months tripled, in 2018/19 compared to 2017/18 statistics.
KTVL News 10’s Instagram account is consistently first in the market. The account’s following has more than doubled since I instituted best practices specific to the photo-sharing platform. Its stories application is used for daily news, with the “swipe up” function contributing to website traffic. It’s helpful for breaking news: since it expires in 24 hours, viewers will only see what is most relevant to them in that moment. It's also a way to participate in single-day events like #NationalDoughnutDay.
News 10's main feed is dedicated to showcasing the community: positive news about people who make a difference in their neighborhoods, beautiful weather photos, and behind the scenes action at the station. There is also a level of audience loyalty that helps sustain the account through viewer-submitted photos. Hashtags are heavily applied, as well as location tags with every post, to reach users outside of our existing demographic through the discover function.