by: Michael Malone | Broadcasting & Cable

Magid and Columbia looked at 259 "local media pages" in 53 markets -- primarily TV stations, along with newspapers. The Social Media Project survey shows huge opportunity for stations in terms of their strength, weather, in social media. The study also showed that mid-sized markets have a greater share of the available audience on social media than their large and small counterparts. Markets 76-100 averaged the most significant social reach (25-30%), while markets 1-10 showed the lowest (10-15%).