Bigger doesn’t always mean better. Sometimes, it’s the underdogs that win. One example would be a small, Arkansas TV station who are winning in the social media department.
According to the Regina McCombs, on Poynter.com, KAIT-TV, though it’s in a small town of 150,ooo people, it has 19,447 fans on Facebook and 2,828 followers on Twitter. This is quite astonishing as “the top 100 newspapers (by circulation) have an average of 21,214 Facebook fans.” But how, exactly, is this small, local news station getting so many followers?
The news station has found a way for the audience to interact. The news station constantly asks questions like “Do you believe the new health care law is unconstitutional?” or “Should states allow public school students to opt out of physical education class?”
News Director Hatton Weeks gave four key principles to building a loyal following:
1.Get everyone involved.
2. At a minimum, post items four or five hours before the news begins to push to the newscast.
3. Find an internal social media guru, and let that person lead the charge.
4. Make sure your website is updated often, and the stories also get shared on the appropriate social media.
This news story is rather inspiring. It shows that you can’t mentally limit yourself because you are a smaller organization. It also shows the importance of connecting with people. A lot of facebook pages and twitter profiles don’t compel people to respond and are boring. The KAIT-TV is an example of successfully using social media.