New York, NY - In a recent interview with TVNewsCheck, Tegna’s Director of Digital Content touts the organization’s partnership with Megaphone TV as a “success tying into what’s happening on television.”
“Social media has come a long way in the last 10 years,” says Jeff Anastasio, director of digital content for Tegna’s WFAA Dallas. “It’s revolutionized our industry.”
“Thank goodness we have that opportunity to understand the audience. They’re our neighbors, our teachers, our police officers. We are not flying blind in trying to understand the issues that are important.”
And to make the most of it, TV stations are arming themselves with software that allows them to slice and dice social media to gauge audience interest in stories, share viewer feedback and even predict what stories will become larger issues in the future. Other software speeds the integration of social media into newscasts.
Megaphone TV is an instant polling tool. Anchors can use it to pose a question and invite the audience to respond via smartphone. The results display in real time.
“We’ve had a lot of success tying that into what’s happening on television,” Anastasio says. “People are quick to want to grab their phone and jump in. They want to voice their opinions.”
WFAA used Megaphone during the Texas Senate race debates earlier this month to gauge public response to the Ted Cruz-Beto O’Rourke debate.
Tegna is especially interested in tools that can help it cover political races. The group is following gubernatorial races in 19 markets and senatorial races in 16.
“These elections are a very big deal for Tegna,” says Adam Ostrow, Tegna’s chief digital officer. “As far as social is concerned, we’ve been doing a lot in the leadup to the elections. It’s something we’re all in on as an organization.”
Read the full article: Social Media At 11 (And Other Newscasts)