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With more than a decade of social media behind them, TV stations have finally reconciled their relationships with Facebook, Twitter, Instagram and YouTube and are dabbling with newer platforms, such as TikTok and Clubhouse.
The predominant reason stations use social media is to connect and engage with their audiences wherever they are.
“I’m all for social media. I think the benefits of social platforms are incredible,” says Adam Wiener, executive vice president and general manager, CBS Local Digital. “You’ve gotta fish where the fish are. The audience is amassing in places where they can interact with each other and with brands. For us to participate there is a no-brainer.”
Chris Seper, E.W. Scripps’ senior director of content strategy, agrees with that and adds a layer: “We want to get as many eyes on our journalism as possible,” he says. “We’re not a TV news company, we’re a local media company. When people download us or turn us on, they are hiring us to do a job. Anytime we can do that job for them and they love us for it, we move closer to them as a brand.”
According to Seper, “Facebook is to connect with our community, Instagram is to inform and bring visual joy, and Twitter is to serve the news junkies — and all of those have the overarching mission of getting as many eyes on our journalism as possible.”
Stations found that the pandemic drove people