Most local TV stations average around 15,000 to 30,000 Facebook fans, but a station in the nation’s 32nd largest market has more Facebook fans than some network TV shows. KUTV in Salt Lake recently surpassed 200,000 fans. And if that doesn’t impress you, the station’s news director says Facebook has helped KUTV 2News win big in the ratings.
First, the numbers. KUTV’s primary Facebook page has 128,000 fans, and its morning show has 21,000 or so more. Then add up all the Facebook fans across the station’s staff pages — for example, anchor/reporter Ron Bird has 5,000 — and that adds up to 208,230. (By the way, that landing page above is powered by a company called Aptivada).
“We have a strategy and it’s working,” KUTV news director Jennifer Dahl tells Lost Remote. “Anchors, reporters, producers, assignment desk editors and news managers all take an active role in posting not only to their own page but the station’s page as well. We also integrate social media into our daily newscasts.”
KUTV has been running various contests on its Facebook page — for example, for the iPad 2– and viewers are required to become a fan to enter. Also, Dahl says a campaign led by anchor Shauna Lake to help the Utah Food Bank win $1 million was a big driver for the station’s Facebook following.
Meanwhile, the station’s fun-loving morning show has attracted new fans with the “Facebook Faceoff.” On-air talent battle to see who can drive the most “likes.” They’ve published a series of YouTube videos (above) in the Faceoff campaign (here are some more.)
“Our morning show anchor, Ron Bird, produces a Facebook video everyday between the AM and noon newscasts,” Dahl says. “He shoots, produces and edits these videos. They rarely make TV but it’s fun way for 2News to be transparent with our loyal viewers.”
So, the inevitable question: does it all add up to ratings? “I think social media helped KUTV 2News win every newscast during February sweeps,” Dahl explains. “Social media can encourage people to sample a station’s newscast, however, you still have to have a quality show to maintain interest.”
KUTV’s ratings win in February was especially noteworthy because the station beat traditional powerhouse KSL-TV across the board (and KSL.com is one of the nation’s most-visited local TV websites.) “In all of broadcasting history — not just in the state of Utah — it’s one of the biggest ratings turnarounds,” said Steve Carlston, KUTV’s GM, in a story earlier this year.
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