An Examination of Affiliate and Network Television Channels’ Facebook Use for Addressing Audiences’ Critical Information Needs

Abstract

Based on the principles of localism and Critical Information Needs (CIN), this study analyzed the news content posted on Facebook by three television news channels—one local ABC affiliate each in Phoenix, Arizona and Kearney, Nebraska, and ABC News network channel — to examine the extent to which these posts fulfilled the critical information needs of audiences via social media. Results showed the local channel in Phoenix posted more CIN content than both, national network ABC and the local television channel in Kearney. Audience engagement with CIN posts differed across communities, with some categories increasing engagement in Phoenix and the same categories decreasing engagement in Kearney. This finding highlights not all critical information posts lead to increased audience engagement on social media and it is important for television channels to pay attention to content format and user feedback to further increase audience engagement with critical information.