“True Anthem has technology that automatically posts our stations’ content to Facebook and Twitter using proprietary algorithms that figure out what is likely to get the most clicks/engagement at what time. True Anthem helps us manage communications with our fans and followers throughout the day. It lets us focus on breaking news, as it happens, and news content throughout the day.”
– Gabe Travers
director, digital product development, Hearst Television
year-over-year increase in referral traffic
Focus on video everywhere
Hearst Television is a national multimedia company with operations serving 26 U.S. cities, reaching one out of every five U.S. households. It delivers local and national news, weather, information, sports and entertainment programming via every available content-delivery platform.
Thriving in a 24/7 news cycle
Media companies are adapting to the always-on news cycle by providing content and communicating with fans days, nights, weekends and holidays. They must also manage the lifecycle of content as it’s syndicated to partners and social platforms. As they produce a steady stream of multimedia content, it’s essential that they also can identify and surface the most important content, as well as that which is most likely to be shared.
While many publishers are concerned about loss of reach in the Facebook Newsfeed, True Anthem’s artificial intelligence helped Hearst Television increase its Facebook reach by 65% year over year. At the same time, Hearst Television has achieved a 400% return on investment with True Anthem, thanks to the value of the ads viewed by the incremental site traffic sourced from True Anthem.
By using True Anthem, Hearst Television has achieved a substantial increase in referral traffic from Facebook and Twitter, while giving its news teams more time to focus on high-value projects:
- 40% year-over-year increase in referral traffic; hours saved monthly at each of Hearst Television’s stations almost equal to one more full-time employee.
- In a single month, by performing more than 60,000 Facebook and Twitter posts across 26 markets, True Anthem provided more than 10 million page views.
Distribution as competitive advantage
“Media companies set themselves apart by creating great content,” says Gabe Travers, director, digital product development. “But it’s essential to get that content in front of audiences. Our challenge is to do that more effectively than our competitors.”
The to-do list for Hearst Television’s digital staff has grown over the years, with new social media platforms proliferating. By using True Anthem to optimize and distribute social posts most likely to engage audiences, the digital team can focus on posting the key content of the day.