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This morning I caught a tweet from Steve Neuman asking news anchor Jason DeRusha about customizing WCCO’s popular “4 Things to Know” segment specifically for his life. The 4 Things segment has run for years and is a quick-hits snapshot of the news of the day.

I jumped into the fray listing my errands for the day: post office, city hall, bank and parent teacher conferences.

An hour later, Jason posted personalized videos shot from the actual anchor desk at WCCO, with customized content and title cards for both Steve and me.

How would you feel to see your daily list of errands queued up with a professional broadcast news approach? Here’s the result:

WCCO 4 Things to Know Greg Swan

Greg Swan on WCCO 4 Things You Need to Know

Bob Collins at MPR almost immediately picked this up, citing Jason’s adorableness in turning around such witty and custom content so quickly.

What I think is most impressive is the fact these are posted on WCCO.com itself, with videos hosted on their video server, and all the standard advertising surround you would get with a “normal” story. These weren’t filmed with an iPhone or posted surreptitiously on YouTube. They were professional produced, titled and shared. This wasn’t an influencer campaign designed to draw clicks. But I’m driving clicks to it for the pure fact it’s so well done. Serendipity + quality content = attention.

This is just Jason doing what he does best: 1) Understand consumer culture and how social media works; 2) Understand how TV works; 3) Be clever; and 4) Knit those three together.

PS: I already hit the post office, bank and city hall. Parent teacher conferences aren’t until later tonight. I’ll let you know how that goes on the News at 10.

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It’s not what you think. Read the post here.