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Increase Productivity by Using Best Practices In Social Media
The Doomed Newspaper Company
• Jenni Pinkley, Web Content Editor

• The Star Tribune (15th largest daily
  paper in U.S.)

• January 15, 2009 - filed for Ch. 11
  bankruptcy on its website due to
  declining rate of print advertising
  revenues




    1. Source: United States Bankruptcy Court Southern District of New York, http://bankrupt.com/misc/StarTribune_Amended_DS.pdf
Step 1




GET READY!
Getting Ready
a) Research

b) Planning

c) Tools (post lists, road maps, etc)

d) Policies

e) Resources
Tools
Roadmap
Promotion Map
Crisis Response
Step 2




TAKE OFF!
Communication
Organization
Step 3




MEASURE!
Reporting / Measuring
The New Plan

•   June 2009 – Filed reorganization plan

•   July 2009 – Plan approved

•   Focus – paying off debts by means of increasing revenues
    through new methods other than online ads: Strategic
    social media and online marketing campaign

    •   Star Tribune’s Vita.mn entertainment website

    •   Social media, blog, video
Contact

Email: Kyle.cassano@capcitysocial.com
       Twitter: @kylecassano

      Facebook: /CapCitySocial
Challenge
             Go to my Facebook Page: /CapCitySocial


•   One thing you will use

•   Something you learned, or heard me say

•   A topic I can cover next time

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Increase Productivity with Best Practices in Social Media