Case Study: The Dallas Morning News achieves 250% social audience growth and centralized social media control with Hootsuite

How The Dallas Morning News uses social media to coordinate the newsroom

The Dallas Morning News, a major regional newspaper, faced the industry-wide shift from print to digital and a chaotic, organically grown social presence with overlapping and duplicate accounts. To better engage readers and scale social efforts, the paper needed centralized control, clear permissions, and a streamlined way to coordinate newsroom contributors across multiple channels.

The newsroom implemented Hootsuite Enterprise to centralize management, set secure publishing roles, train selected contributors, and run a social “command center” for breaking events. Within a year they improved coordination across ~30 publishers and achieved strong growth and engagement: flagship Twitter +52%, Facebook +133%, +270,000 Google+ followers, and social referrals to dallasnews.com doubled from 5 million to 10 million.

The Dallas Morning News

Michael Landauer

Digital Communities Manager