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.