Facebook Analysis: KOMU-TV in Columbia, MO


In this week’s TV news Facebook Fan Page analysis, I look at the Fan Page for KOMU-TV in Columbia, MO.

Some may recognize the call letters from a post published last week on this blog that discussed how KOMU-TV used Google+ to interview Norwegians about the terrorist attack in Norway.

Since the station is already finding ways of using Google+ for new-gathering, it wouldn’t be a stretch to assume that they’re probably making Facebook for them, too. You would be right in thinking that.

While this station has the smallest community, in terms of Likes, of the three stations that I’ve looked at so far (13,000 Likes, versus 30,000 and 40,000, that isn’t an indication of failure. Rather, the station is doing a lot of things right and are making Facebook work for them.

One of my favorite things about this page is the tab they’ve dedicated to their “team” of anchors and other news reporters. Each person has their photo, email address, Facebook page and Twitter page links.

Unlike the two previous stations, KOMU does not use a Custom Landing Tab/Welcome Tab/Like Gate on their page. When you open the page, the first think you see is their Wall.

First impressions are everything. So by making their Wall the first thing users see, KOMU is banking on the wall being engaging and interesting. Have a look at the wall and you’ll notice that most of the posts have double-digit Likes and comments, like the one above.

This is what I meant in last week’s post about FOX 2 News in Detroit. They use a separate tab to list news stories that link back to their website. This is rich content that is walled off from the community. KOMU is posting links to that content on their wall and asking users to interact.

Another feature I really like is that they give users and viewers the chance to watch the news from their Facebook page. Often the feed comes from a camera that sits on the anchor’s desks.The videos are recorded and then archived for later viewing. I’d be very interested in hearing about page insights and whether it’s driving any significant traffic.

Overall KOMU-TV is doing a great job using Facebook to promote the station, the brand and engage with viewers.

The only thing I would recommend is to think about whether there’s any value in using a custom landing tab to “Like-gate” the page. If they’re able to come up with a value proposition and something worthwhile to incentivize Liking, they could see added growth to the page. Other than that, well-done!