Local news agencies are making the most of their Facebook posts by using specific, targeted calls to action. This often takes the form of asking fans' opinions on controversial or positive topics. In many cases, however, this means benefiting from bad news by asking fans to share their condolences and sympathy in response to tragedies. Whether the topic is positive, controversial or tragic, these specific prompts serve two purposes: generating engagement, which boosts the Pages' EdgeRank, and reducing the likelihood of off-topic remarks and flame wars in the comments. Below are examples of calls to action from the four major TV news outlets in the Seattle area.
Among local news outlets in this area, CBS affiliate KIRO 7 seems most likely to prompt for responses to tragedies, such as this death in a car accident. Calls to action on tragic events like this draw an outpouring of support for those affected, but often a few negative comments towards the station for trying to benefit from a tragedy. In a formula that covers all the bases, KIRO's post uses a photo that appears to be pulled from the young man's Facebook profile, includes both a link to the story online and a prompt to watch the news story on TV, and closes with the call to action.
NBC affiliate KING 5 takes advantage here of a topic residents love to talk about - bad drivers! The photo they used is likely a screengrab from the news story. They lead the post with their excellent call to action that requests a specific type of feedback on a particular and popular topic.
In their rather bland, cookie-cutter call to action, and accompanied by a stock photo, Fox affiliate Q13 comes across sounding like a psychologist. While people (dare I say Fox viewers in particular?) may have strong opinions about how the new Mayor is paying aides compared to the outgoing mayor, a clearer, more specific prompt would have been more effective here.
When crafting calls-to-action for your own Facebook Page, keep these examples in mind and strive to do the following: ask for responses to interesting, engaging topics, play with using statements vs. questions, tap into people's emotions, and ask for specific feedback.