Social Engagement Down Overall in NYC

By Stephanie Tsoflias Siegel Comment

Social media engagement in New York City was down significantly in October – that’s according to Share Rocket data.

Only three stations in the market, WNYW, WABC and WPIX, saw double digit share rankings and six of the seven stations Share Rocket tracks saw declines of 20% or more in engagement compared to September.

On Facebook, WNYW had a dominant 40.2 Share as a group with more than 2.75 million total Engagements in the month. WABC was second with a 28.5 Share and WPIX was third with a 14.3 Share. More than 95% of WNYW’s engagement on Facebook came from the main station Facebook Page, where the station averaged more than 2,220 Engagements per post.

The top individual on the platform was WABC’s Michelle Charlesworth with a 0.75 Share. She generated nearly 49,000 Engagements through her Page. WPIX’s sub brand page, WPIX Archives, generated about 1,270 Engagements per post in the month. WNYW’s Rosanna Scotto was one of few individuals that had more Engagement in October than she did in September – her Share on the platform increased +46.4% compared to the previous month.

WABC led the way on Twitter with a 38.8 Share as a group.

On Instagram, WABC topped the rankings with a 39.4 Share, followed by WNYW with a 33.9 Share. No other station had a Share in the double-digits on the platform.

The top individual in the NYC market was WABC’s Amy Freeze, who had nearly 92,000 engagements on Instagram, a +13.8% improvement from September. Freeze averaged more than 1,190 engagements per post on Instagram and had a 6.22 Share on the platform. Freeze led the way among individuals in the market with a 1.38 overall Share. WNYW’s Scotto was second in the market with a 1.30 overall Share. She was one of two individuals in the market to generate more than 100,000 engagements on social media in the month. Charlesworth was third among individuals in NYC in October, mostly thanks to her Facebook Page. She averaged about 450 engagements per post on that platform in the month. WABC’s Laura Behnke was fourth, rounding out the top five was WABC’s Lee Goldberg, who finished first among individuals on Twitter and fifth on Facebook.

Of the top 10 individuals in the market, seven work for WABC, two work for WNYW, and one works for WXTV, the Univision affiliate in the market.

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