Market Share

The Cox CBS affiliate has almost 2.5 million actions on social, 55% of the total engagement generated by the DMA (No. 64), with more than 4.5 million social actions. WHIO is first in actions per post with 113 and leads the market on Twitter actions with almost 83,000. The key? Know what your audience wants and expects to get from you, says Tim Wolff, WHIO’s digital director.

Taking advantage of planned events, helicopter views and Facebook Live segments are just some of the reasons KTVI says it’s been able to stop on top of Facebook actions in a tight race among TV stations in St. Louis.

Social Rankings launched in April, and it contains a list of virtually every TV market in the country and tracks the Facebook engagement of media outlets in those markets every 24 hours. It’s the brainchild of Kim Wilson, a former local TV news producer.

Tegna-owned KVUE is the market’s social media leader in Austin, Tex. according to Shareablee data with nearly 3 million actions in the last six months. Its marketing director says with its cross-generational draw, “Facebook is the best opportunity that any marketer has ever had before.”