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How TV Is Using Social to Drive Clicks and Viewers

Posted Under: Social Pros Podcast
Hosted By
Jay Baer

Anna Hrach

Convince & Convert
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

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The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

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This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


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Mac Mahaffee, Director of Digital Marketing at WKYC, joins the Social Pros Podcast this week to discuss second-screen engagement opportunities for television stations, the shift to mobile and what it means for TV, and the success of WKYC’s Super Bowl app promotional campaign.

Bringing the News to You

Mac Mahaffee caught the TV bug in high school, setting him on the path to where he is today as the Director of Digital Marketing at WKYC, Channel 3 in Cleveland. He went from a degree in broadcasting to producing TV shows, sports in particular. From there he moved into television marketing and promotion, specifically in the digital sphere.
His current position was created for him when his boss saw the need for an increased digital focus. It’s more important than ever for television channels to find ways to reach their audiences with second-screen engagement.

“People are not watching TV the way they used to. There are ebbs and flows, as with anything in life, but you want to be where people are.”

Mac’s philosophy, like so many other Social Pros, is to find the audience where they are hanging out and come to them, which he’s doing digitally on just about every platform possible.

  • WKYC is on all of the big social platforms, posting constantly.
  • They use paid social to boost posts that resonate with their audience to spread the reach.
  • They also utilize paid advertising on social for promotional campaigns, such as their $10,000 giveaway for a winner who downloaded their app.
  • The app itself makes it possible to push notifications to users for breaking news on things like weather and sports.

Social is second only to search when it comes to driving people back to the WKYC website. Within the last six to eight months or so, Facebook has changed the way it directs people from links to your website. Now, when users are on Facebook’s mobile platform, clicking on links takes them through to the websites’ mobile platform rather than the desktop. Mac has seen a huge spike of mobile clicks while desktop numbers have gone down. “Mobile is where it’s at,” he says.

Looking to the Future of Digital Media & TV

As a local station, WKYC is always going to focus on the local audience first. Social posts can certainly cover a wide range of national and global topics, but the priority is still local news. That can be challenging in this day and age when TV resources are being limited and the nature of the business is changing – television stations aren’t as able to be out in the community as much. But with social, they have exciting opportunities to engage with their community on a personal level in a new way, a way that wasn’t available before social media.

“It’s not the same as shaking a hand or meeting someone in public, but you can still kind of build that relationship. And that’s what I think is the key for us moving forward is continuing to build those relationships.”

Bonus: The picture Mac refers to that made the news all over the nation.

See you next week!

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