WATE 6 On Your Side’s social media strategy

Curate. Create. Live.

195,000 Facebook “likes”

Screenshot taken July 31, 2015
Screenshot taken July 31, 2015

48.7K tweets

Screenshot taken July 31, 2015
Screenshot taken July 31, 2015

660 Instagram followers

Screenshot taken July 31, 2015.
Screenshot taken July 31, 2015.

657 Youtube subscribers

Screenshot taken July 31, 2015
Screenshot taken July 31, 2015




Post video
We give our videos context by pulling out a key quote, behind the scenes or moment from the video as the text of the most.


Go behind the scenes: We give our fans access to what happens behind the scenes, the interesting places we go and the cool things we cover.


FRIDAY FUN: We had a very special guest in the newsroom this morning. Ronnie Miller is an Elvis Tribute artist. He will be performing at the sixth annual Elvis Extravaganza on Aug. 1 to benefit the Wounded Warrior Project. DETAILS: http://6.wate.com/1MoY3Gh Posted by WATE 6 On Your Side on Friday, July 24, 2015

We also post clips from the newscast, user-generated content and “snackables” from the talent.
A “snackable” video (see below) is a video a reporter shoots out in the field that is easy for the viewer to grasp — a “bite sized chuck of info that can quickly ‘consumed’ by its audience.

By order of Governor Bill Haslam, flags over the State Capitol and all state office buildings should be flown at half-staff to honor the lives lost during the #ChattanoogaShooting. DETAILS: http://6.wate.com/1I8IKS0During a vigil at the University of Tennessee at Chattanooga, students, staff and the community followed suit.

Posted by WATE 6 On Your Side on Friday, July 17, 2015

Post links

We’ve learned that links with thumbnails and teasers receive 20 percent more clicks than links without.

Explain why to click

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Tell a story on the site

We use the photo, headline, link description area to teas the story and the post content to give context and encourage engagement.

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Ask the right questions

The best words to use are:

  • Should
  • Would
  • Which
  • Who
  • Multiple choice

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Be conversational

Posts with a personal tone and clever language receive engagement 120 percent average, according to Social News Desk.

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Create original posts

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User-generated content shout outs

We encourage fans to submit photos from around the area for a specific occasion or breaking news.

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Tweet breaking news

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Ask a question

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We use our Instagram account to show a personality. We post behind the scenes photos and user-generate content.

We also gave the login to our reporters in the field to post while they are on assignment.

With our heavy Facebook and Twitter presence we are toggling on how to use each platform successfully with stretching ourselves to thin. Instagram is uncharted territory that we are working on increasing our following.


Our YouTube page is used as a community section. We post videos from live interviews on the page for the guest to share on their website or personal pages.


What’s next?

  • More use of user-generated content
  • Lauch and refocus on new social media channels, Instagram in particular.
  • Increase presence on the web
  • Give viewers more access behind the scenes.

International Biscuit Festival

For the International Biscuit Festival, the WATE 6 On Your Side digital team created web only content to give the viewers a glimpse behind the scenes. We live tweeted the event using the festival’s hashtag #BiscuitFest; conducted on-camera interviews of biscuit makers about their special dish for online “mini-packs;” and posted photos on the station’s Instagram with the hashtag #BiscuitFestival.

Biscuit Love in Nashville, Tennessee created a dessert biscuit called “The Gertie.” This buttermilk biscuit was topped with carmamelized banana jam and peanut butter, topped with chocolate gravy (a sauce made of flour) and crunched pretzles. (Click on the image to see the web story.)

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We asked owner Sarah Worley what brought her to Knoxville and what she looked forward to at he International Biscuit Festival.

Gourmet Market in west Knoxville created a new biscuit just for the International Biscuit Festival. It’s called the “Big Nasty.” It’s a cathead biscuit with a fried chicken breast, tomato, basil, fried egg and smothered in a ghost pepper cheese and chipotle cream sauce. (Click on the image to view the web story.)

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In the interview, we talk to organizers about their featured biscuit.

Due to our social media coverage and interaction with festival-goers, @6News along with #biscuitfest @biscuitfestival were trending in the Knoxville area.

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Outside of the social media and web-only content produced for the International Biscuit Festival, I created a Storify with pictures from Instagram and tweets to create a multimedia story.

Click here to view my Storify about the International Biscuit Festival.