Social Media has impacted many industries from music, retail, eateries, and more. Lately, I’ve been fascinated by what’s happening over at Channel 7, WXYZ in Metro Detroit. Over the past year or so there have been several discussions at networking events re: whose watching local news from Gen Y and Interactive folks with a resounding, “Not Me”.
People said the news was filled with too many negative stories, didn’t highlight all the good that’s happening in our community. In addition, many would say that spending time on Twitter, Facebook, and other social networks would allow the most important news to find them. I was sure the local news was up against a fight they couldn’t win, much like the newspaper industry. That was before the on-air talent got involved.
We’ve heard for quite some time that all we want from our favorite brands is the ability to communicate with them. We want logos to have a face and personality and we want access to the people behind the scenes. Some companies have done a wonderful job delivering on these newly created expectations, maybe none more than the crew over at WXYZ.
Up early in the morning? Go check out @wxyzalicia @victorjfaust or @enicole19 and see what they’re up to and if you’re able to produce a creative tweet, it might just get on the air. The gatekeepers have been removed, the ability to connect with you favorite Twitter person is just a few keystrokes away. More of a night owl? Visit @sclarkwxyz and the #backchannel crew. Big sporst fan? Maybe you want to check out what @TomLeyden is talking about. Day or night they got you covered. Hey, maybe that should be their new slogan.
The word conversion gets discussed almost as much as ROI. What WXYZ has masterfully done is to get the folks on Twitter to tune into their broadcasts. They’re not just connecting online, Stephen Clark has gone to local conferences and interacted with the peeps. He’s demonstrated his country singing chops on stage for those interested in attending local venues. Most recently, I’ve been coordially invited to tour the WXYZ facilities & hang out during one of their broadcasts. I’d say they’ve figured out the conversion game just fine.
Want to create new advocates, fans, and supporters?
Watch the news and maybe you’ll get a few pointers.
{ 11 comments… read them below or add one }
This is awesome and I completely agree that Channel 7 has been doing an awesome job. Being that I’m an aspiring broadcaster/journalist I’ve been really impressed with their adoption of SM and I’ve even had the opportunity to make contact with some of my favorite newscasters like Stephen Clark and Alicia Smith which is totally cool in and if itself.
Great post Dave! So did you ever end up taking the tour of the WXYZ facility?
Josh Sidorowicz´s last blog ..Summertime in the D
Josh – Thanks for the kind words. The facility tour is being scheduled right now.
Totally agree with you, Dave!
I watch all the local news stations because it’s part of my job, but I can attest to the fact that I now watch WXYZ more than I previously did thanks to Stephen and his team’s interactions on Twitter and Facebook. It’s nice to know that I can chat with the WXYZ team at any time, not only when I have a story idea, and they’re more than happy to respond back.
I really wish more of our local media outlets would embrace this model. Using various online channels is a fabulous way to not only get story ideas, but to really understand more about viewers/readers, what interests them, what they like/dislike, what news they find valuable, etc. We’ll see what happens down the road with other local media!
Nikki Stephan´s last blog ..ProBlogger Challenged Me…And I Listened
Thanks Nikki. Sometimes we make things so complicated when a simple solution works. I hope other local media get onboard and start engaging with their audience.
Great post, I love being able connect with the folks we watch on TV. It makes tuning in all the more interesting knowing we can reach out when they are off the air and continue a discussion that started there.
Jason – Thanks for the comments. It’s nice to engage with on-air personalities re: our favorite stories.
Good story. Thanks for the information.
Great observation! It benefits everyone when PR experts and media sources are accessible to the public and demystifies that industry for the rest of us. As a 20 year business owner, I only recently discovered that PR and Media Relations is all about relationships just like other industries. It’s great these folks are making themselves available with both news and PR possibilities with their online and offline community involvement.
Lori T. Williams´s last blog ..Network overload
Dave and Lori – Appreciate the comments.
Dave,
Did I ever tell you how cool you are?!
Yes, I know I’ve never met you. But…I feel like a know you…thanks to twitter!
Hope you have a great week! Keep up the great blogging…and I hope to keep seeing your awesome tweets in the mornings!
Yours truly (if not somewhat caffeinated…)
-Alicia Smith
WXYZ Action News This Morning Anchor
@wxyzalicia
#EarlyRisers #backchannel
P.S. It’s SOOoooo past my bedtime.
Alicia – Twitter is amazing as I’ve met so many awesome people over the past two years. Your words put a smile on my face. Thank you so much and I promise to continue to entertain in the mornings.
Hopefully we’ll have a chance to meet IRL before too long.