Facebook helped push KMSP, the Fox owned station in Minneapolis, to the top spot on social over the last 30 days with a 36.3 Share.
The station moved ahead of KARE, the Tegna-owned NBC affiliate, which had an overall 35.9 Share.
KMSP’s main station page was the market’s number one page but KARE led on Twitter and Instagram.
The top individual on Facebook was KARE meteorologist Sven Sundgaard, who had nearly 85,000 engagements on his 78 posts in the last 30 days, which is about 1,085 engagements per post.
On Twitter, KARE’s main station account has the largest audience of any Twitter account in the market with more than 300,000 followers on the main brand account. The station also received a boost on Twitter this month from sports anchor Dave Schwartz. Schwartz saw a +250% increase in engagement on the platform in the last 30 days. Schwartz and the main KARE account were responsible for a little more than 48% of the station’s Share on Twitter.
Among individuals overall, Sundgaard was the market leader with 3.82 Share across all platforms. Sundgaard has close to 78,000 combined followers on social media, but generated nearly 99,000 engagements on social. It shows his audience is highly engaged with the content he is sharing. Cody Matz was strongest on Facebook, where he generated a little more than 15,000 engagements in the 30-day period. KARE’s Dave Schwartz increased his Share on Twitter by +173% compared to the month prior thanks to video of the University of Minnesota’s mascot absolutely trucking a small child during halftime of a Minnesota Vikings game. Jason DeRusha was third among individuals on both Twitter and Instagram. Ian Leonard was strongest on Facebook and averaged more than 278 engagements per post on that platform.