Fisher Interactive Network (FIN) has been recognized for its use of social media by the Seattle Weekly in its annual reader choice awards. KOMO News was voted ‘Best Twitter feed, Organization’ (@KOMOnews) and ‘Best use of Facebook, Organization’ (Facebook.com/KOMOnews ).
FIN’s social media leadership in the local broadcast industry also broke new ground this year with the launch of social to broadcast engagement efforts including the uniquely localized #LiveOnKOMO initiative. Fisher staffers embraced Twitter and Facebook to engage the local audience to watch ABC’s The Bachelorette live as it aired on KOMO-TV over the summer. The FIN team lead an on-going digital commentary in the social space about the program.
Fisher Interactive and KOMO-TV are pioneering the use of on-screen Twitter hashtags during local newscasts. The use of a discreet hashtag on screen contributes to driving second screen social engagement during live viewing.
“We believe authentic use of social media at a local level can drive live viewership, facilitate a robust community conversation based around broadcast content and facilitate viewer engagement,” said Randa Minkarah, Senior Vice President Revenue & Business Development . “Driving live viewership and individual interaction enables advertisers to further maximize the opportunity for their messages to connect with the audience.”
Nielsen ratings for The Bachelorette as it aired on KOMO-TV saw measured and marked growth in key demographics year over year and week over week on a consistent basis. The ratings numbers in key demographics were also up in the Seattle DMA when compared to other top 25 markets across the country. This coincided with the #LiveOnKOMO social to broadcast initiative. Overall, engagement on Twitter also reflected the broadcast demographics where KOMO-TV saw growth.
“We’re honored that Seattle Weekly’s readers trust us to deliver local news and stimulate community conversations,” said Jenny Kuglin, General Manager of Fisher Interactive Network. “We’re just as honored that viewers of KOMO-TV and local ABC programming want to engage socially with our people and our brands.”