Facebook and
Digital Strategies
It’s a world of disruptions
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More choices, more distractions
DVR and TIVO
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Role of social media
Social Media can be the thread to pull
the audience back to you (TV & digital)
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What is your newsroom priority?
Or
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Frequency of Facebook Use
Demographics
Continuously
Men (170)
Several times/day
11%
12%
45-54 (139)
22%
0%
26%
19%
36%
19%
20%
20%
22%
30%
40%
60%
How often are you on Facebook?
Based on those who have a Facebook account (numbers in parentheses).
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< once/week
8%
12%
17%
38%
22%
Non-white (50)
19%
42%
17%
White (354)
14%
35%
15%
35-44 (133)
Once a week
23%
25%
25-34 (132)
2-3 times/week
32%
22%
Women (234)
►
Once a day
12%
6% 7%
9% 3%4%
6% 7% 9%
10%
14%
6% 6%
80%
14%
7% 8%
16%
100%
News Demo Sweet Spot
Hubspot.com
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Breaking News
How consumers used the
internet to follow the story
Facebook’s newsfeed is NEWS
Colorado Shootings: Sources Used to Follow the Story
►
Men
Women
18-24
25-34
35-44
45-54
55-64
65+
N=
153
170
32
55
59
63
57
57
National news website
44%
42%
66%
56%
39%
48%
33%
25%
Nat’l TV news
33%
43%
16%
25%
31%
41%
58%
49%
Cable TV news
37%
31%
13%
31%
31%
32%
53%
33%
Local TV news
25%
32%
13%
25%
27%
33%
30%
39%
Local newspaper website
14%
11%
13%
13%
8%
14%
11%
18%
Local TV news website
10%
9%
6%
7%
7%
16%
9%
12%
Facebook
6%
13%
31%
13%
7%
8%
4%
5%
Twitter
5%
3%
13%
9%
0%
2%
2%
2%
Denver-area website
3%
1%
0%
2%
5%
0%
4%
2%
Yahoo.com
3%
3%
3%
2%
5%
5%
2%
2%
Other internet site
4%
2%
3%
2%
5%
2%
4%
4%
How did you follow the story about the shooting in the Denver-area movie theater after first learning about it?
Based on those who looked for additional information.
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Boston: Sources Used to Follow the Story
Total
During the day
100%
Later that day/evening
80%
60%
40%
53%
39%
36%
35%
28%
26%
20%
25%
20%
23%
16%
0%
Nat'l TV news Cable TV news Local TV news
1 of 2
► Page
Based on those who followed the story at each time.
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Nat'l news
website
Facebook
Boston: Sources Used to Follow the Story
Total
During the day
100%
Later that day/evening
80%
60%
40%
20%
10%
8%
7%
6%
4%
5%
7%
0%
Local TV news
website
Twitter
Local newspaper
website
► Page 2 of 2
Based on those who followed the story at each time.
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Newspaper
Boston: Live Streaming
Key Observations
 More than a third of those surveyed used live online
video streaming to follow the story.
 Amazing consistency across all ages:
► Half
of those 25-34 watched live online streaming…
► As did one-third of those 35-44, 44-64, and 65+
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Boston: Watched live online video streaming
Total / Age
Yes
Total (599)
37%
18-24 (88)
63%
44%
25-34 (111)
56%
49%
35-44 (93)
51%
36%
45-54 (99)
65%
25%
75%
55-64 (103)
33%
67%
65+ (105)
35%
65%
0%
►
No
20%
40%
60%
Did you watch any live online video streaming news coverage about the
explosions at the Boston Marathon?
Based on those who heard about the story.
Numbers in parentheses represent cell sizes.
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80%
100%
Twitter has value
 Great for breaking news alerts
 Traffic information
 Used most in newsrooms
 Great for social interaction for
reality and edgy TV
 BUT…
► Not
a strong base among 25-54
► Information “disappears”
► Gossip and “oddball driven”
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Reach
Do you have the scale?
Stations need to focus on getting likes
Facebook's Kay Madati to local
media execs:
“Social engagement hinges on ‘likes,’ … and if
you can't get to 200,000 likes on a page, it's
almost not worth it.”
TV Newscheck:
“Cue the incredulity from television who felt
pretty good after crossing the 50,000
threshold.”
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3 goals for using Facebook
You want to do 1 of 3 things
with Facebook.
1. Push people to website and monetize
2. Increase TV viewing and TV revenue
3. Monetize your Facebook page
►Consider
tools like Social News Desk
for security and daily revenue.
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Your Facebook pages are valuable
 CJ&N research: 60% of those on
Facebook are on continuously or
several times a day
 Math tells the story
► WFSB
201,011+ likes
► 70% are women = 140,700
► Continuous/heavy usage = 84,420
► Huge reach and frequency
► WFSB ONE demo W25-54 point =
5,110 women
Facebook users may have higher FB viewing than news viewing
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Facebook = Station
image, includes prime,
news and alerts
Website = News content
Twitter = Breaking alerts
To post or not to post?
 Assess the big picture
 Is it breaking news or a
weather alert?
► If
so, are you driving to TV?
 Is it going to be a talker?
 How will you engage users?
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Drive television viewing
 Engage viewers by asking questions on FB during the
show – but they have to watch TV to see the answer.
 This post netted more than 3,100 comments about
whether or not to keep one of our morning traditions going.
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Your mother told you to share
 Ask for ‘likes’
and ‘shares’
► 60,807
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likes
► 6,096
shares
► 4,073
comments
Engagement drives ratings and web traffic
 Shares - best way to spread
newsfeed/content and interest
in stories
 Strive for users to watch on-air
or go to website
 DRIVE them with the content
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Engagement
DOs and DON’Ts
Huge content engine
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Engage with the writing
 “The consumer isn’t a
moron; she is your wife.”
 "On the average, five times
as many people read the
headline as read the body
copy.”
David Ogilvy
Ad Exec
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DOs
Severe weather – an engaging lifesaver
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Breaking news: Facebook a major source
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Started with one user – a top July post
Socialbakers.com
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How to handle obits
Socialbakers.com
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Asking users to take action for a user
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Use Facebook to create personality
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Capture the emotion
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DON’Ts
Should user guess the story?
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Why post this? Why offend the user?
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Think of the user? Testicles? Really?
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Oh, and it’s not true
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Action Steps
Listen, respond, engage
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Know when your users are on Facebook
 Check your Facebook Insight data
►
Generally top times are;
 6 – 8 a. m. – Out the door, wakeup news
 Noon- 2 p.m. – News and fun (Busiest)
 4 – 6 p.m. - News
 9 p.m. – Second screening, catching up
 Each time has a different user focus
 Weekends are high engagement, do
you have it covered beyond timed
posts (which users dislike)? (Source: Hubspot)
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Assign Facebook duties around the clock
 You wouldn’t put on a newscast
without a producer.
► Service
your thousands of “Likes”
 Use Facebook to solicit stories
 Avoid “dead time”
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Drive TV ratings from Facebook
 Create story arch and plan
for Facebook to TV.
 It’s a strategy more than
just a series of random
posts
 We have done this
successfully in two markets.
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Be there on major breaking news
 Chances are your audience is on
your digital platform. Are you
providing the information?
 Are you staffing digital properly?
► Severe
Weather
“I was down in our apartment’s basement
laundry room trying to find information on
the websites of the three TV
stations. They did a very poor job and
none of them were live streaming via
their app.”
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Contact Info
Steve Schwaid
VP of Digital Strategies,
[email protected]
941-706-1648 (o)
917-952=1392 (cell)
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Steve Schwaid
VP of Digital Strategies
[email protected]
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