Social Media Engagement Spikes During Hurricane Irma in Orlando

By Stephanie Tsoflias Siegel 

Social media use spiked among journalists and viewers spiked when Hurricane Irma hit Florida.

But according to Share Rocket data, the dust has settled and the social media market in Orlando has returned to normal over the past 30 days.

WOFL, the Fox owned station, moved from second to first place in the market with a 45.3 overall Shre. WFTV, the Cox-owned ABC affiliate moved to second with a 31.5 overall Share. WESH remained in third and WKMG in fourth with Shares of 15.3 and 7.9 respectively.

From August 18 to September 18, the four stations combined generated nearly 10 million engagements. From September 18 to October 18, they generated a little over 5 million.

During that time period, WFTV individuals dominated in the social ranks. Jorge Estevez ranked first due to his engagement on both Facebook and Instagram. He generated more than a quarter-million engagements on social media in the last 30 days, averaging about 425 engagements per post.

Brian Shields
was among the top three individuals on all three platforms and he was one of three individuals in the market to have more than 100,000 total engagements.

Nancy Alvarez
, was third. She also had the largest engagement per post of any individual in the market, averaging 1,044 engagements per post.

Martha Sugalski
has about 11,600 followers on Instagram, yet she generated more than 36,000 engagements on the platform in the last 30 days, which is a huge engagement-to-audience ratio.

WFTV chief meteorologist Tom Terry rounded out the top five and generated nearly 30,000 engagements in the last month from his Facebook Page alone.

Of the top 10 individuals in the market, six are WFTV employees, two are WOFL employees, and two are WESH employees.