David's World

Local News Broadcasters Are Early Adopters

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 that 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.

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