The Rochester, MN based Post-Bulletin has a circulation of well over 100,000. The daily newspaper has been doubling down on digital with a sharp focus on social media strategy and it’s paying off. In 2015, the paper nearly doubled its Facebook following – the largest increase in their division.
So, how’d they do it?
As a first step, the Post-Bulletin decided to hire a dedicated Social Media Manager in 2015. This brand new position went to Jeanette Caban who says it’s important to have someone who understands what the different social media platforms are and which ones best support the overall marketing strategy for the company. In her view, having a Social Media Manager ensures that:
- Posts will be made throughout the day and scheduled for out-of-office hours
- Valuable content is published
- Audience interactions are monitored
- Analytics are tracked
- Growth in audience is achieved
- Consistency and cohesiveness in posting across all platforms (brand management)
Tools & Training
The Post-Bulletin began its partnership with Social News Desk in April 2015. The newspaper team now exclusively uses Social News Desk to publish to social media and to execute social and digital contests.
Like all Social News Desk clients, the Post-Bulletin relies on frequent social media coaching sessions from SND’s dedicated social strategists. Jeanette and the Post-Bulletin have worked to consistently implement the social media best practices they learned from SND and have seen explosive growth as a result.
The Post-Bulletin is now working toward an even bigger year in 2016. And is excited to utilize the newly redesigned SND Dashboard as part of the company’s strategy.