American Observer

In a post about how journalists are using social media, Konstantin Vengerowsky points to the South Florida Sun-Sentinel, where the staff monitors social media channels to gauge community conversation around a topic and to highlight new coverage areas:

" 'I can see very quickly whether our readers are interested in a story by monitoring social media sharing and click-through rate, and this has helped us refine our overall content-planning strategy,' [said Rebekah Monson, the paper's business community manager.]

"For example, by monitoring social media traffic and trends, staff members at the Sun Sentinel were able to determine that there is a very high interest in stories about local businesses opening and closing. As a result, the paper increased its coverage in that area."