Social media is a double-edged sword for television news stations. While it offers access to an enormous new audience, some viewers are skeptical about the authenticity of accounts from unverified users.
This can make it challenging for news organizations to measure the ROI of their social media efforts and develop effective strategies for growing their audience.
Why should a TV News Station Care about Social Media?
Social media offers an opportunity for TV news stations to engage with their audience and increase their exposure through a range of content that can be accessed on any device at any time. For example, Facebook Live allows news organizations to stream breaking news coverage and share behind-the-scenes content with their followers.
Social media also provides an opportunity for news stations to build their brand and shape their reputation. They can also achieve this by sharing information about their mission and vision, and responding to their audience’s questions and concerns.
What Benefits Does it Bring?
Many people now get their news exclusively from Facebook, Twitter, and Instagram, so if you have a presence there, you can reach your audience for free.
You can even use ad dollars to drive traffic back to your website or news app, enabling you to monetize your social following. With Facebook’s new algorithm, reach on your news station’s page has likely decreased, but that’s not a bad thing.
How TV News Stations Utilize Social Media?
There are many ways to use social media to engage with your audience. Here are a few examples of how TV news stations use social media.
- Teasing upcoming content – Even if your news segment isn’t airing for another week, you can still tease it on social media. Posting an image with a caption that mentions your source or a quote from an expert can get people excited about your content.
- Asking questions – TV news stations often ask questions on social media to get their audience involved in the conversation. You can ask your audience about current events or what they think about recent news stories.