How Social News Desk Is Making it Easier for Local Newsrooms to Use Facebook Live
Social News Desk is a social media management platform built by former journalists exclusively for the local-news use case. There are more than 2,000 local news organizations worldwide using Social News Desk including local TV stations in 206 of 210 Nielsen DMAs in the United States. More than 26 million pieces of local-news content are published to Facebook and Instagram via Social News Desk annually.
Because of the company’s scale within the local-news industry, Social News Desk is uniquely positioned to provide solutions related to Facebook Live.
THE PROBLEM & THE SOLUTION
Local TV stations have a responsibility to their local communities. They surface important local information and weather that can be live saving in some instances. But they’re low on resources and therefore are dependent on workflows that save time and increase efficiency.
Integrations between vendors is key to solving this problem. That’s why IBM’s Weather Company and Social News Desk teamed up to create the “Max Social” solution. This product integration enables local-TV Meteorologists to stream important weather information to Facebook Live right from the weather computers which are already in their TV studios.
Without the Social News Desk integration to Max Social, a local-TV Meteorologist would have to go through many extra steps and poor-quality workarounds in order to get weather maps, graphics and forecast information on Facebook Live. Thanks to the Social News Desk workflow, those Meteorologists can now broadcast to Facebook Live right from their weather office in the local-news studio.
CASE STUDY: SEVERE WEATHER ALERT FOR COLUMBUS, OHIO
Among other use-cases, the Social News Desk Facebook Live integration with weather systems in local-TV stations is critical in times of severe weather. The ease of use makes it possible for local-TV Meteorologists to go live to Facebook in moments when lives are potentially on the line. With a simple click of a few buttons on their in-studio weather computers, the meteorologists can broadcast live radar, weather maps and their own voices explaining to their communities that severe weather is threatening the area.
Here’s an example from Marshall McPeek, the Meteorologist for ABC 6 WSYX-TV in Columbus, Ohio who has about 50K Fans on Facebook. This Facebook Live resulted in 33 Reactions, 5 Shares and 1.8K Views.
CASE STUDY: LIVE WEATHER CHAT AT FOX 28
Local newsrooms are literally part of the communities they serve. So when severe weather enters the area, TV stations are not immune to the impact of that weather. And sometimes, that means power outages, flooding and damage to the very newsroom tasked with reporting on the storm. In such cases, Facebook Live is often the best way to stay “on air”. Because of the Social News Desk integration, meteorologists are able to get important severe weather information onto Facebook Live with a few clicks – often much quicker than it takes for an entire newsroom studio to come back online after a power surge.
Here’s an example of this from Fox 28 Meteorologist, Andrew Buck Michael who has about 20K Fans on Facebook. This Facebook Live resulted in 41 Reactions, 6 Shares and 1.7K Views.
CASE STUDY: REALTIME RADAR TRACKING AT CBS MIAMI
It’s not always possible for a local-TV station to interrupt regular network programming to provide the community with a weather update. Doing so can result in lost revenue for the station as well as a wave of angry viewers who dislike their shows being preempted. Because of this, more and more local-TV Meteorologists are turning to Facebook Live as a way to provide the community with real-time radar tracking during severe or impending weather – instead of interrupting the traditional broadcast. The Social News Desk integration with Max weather systems makes this possible.
Here’s an example from CBS Miami which has about 250K Fans on Facebook. This Facebook Live resulted in 32 Reactions, 14 Shares and 2.4K Views.