Case Study Looks at Colonel Tribune’s Success
Buzzfarmers.com released a case study on Colonel Tribune’s success on Twitter and what it has meant for the company. @ColonelTribune is ranked No.2 among national newspaper Twitter accounts and has 800,000 followers more than the paper’s @ChicagoTribune account. What separates the Colonel Tribune from other newspapers is engagement and personality. According to Buzzfarmers.com, after the creation of the Colonel, the Chicago Tribune noticed a spike in traffic. In 2010, large newspaper sites have seen a decrease in online readership, but the Chicago Tribune has seen the least decrease compared to the New York Times and the Wall Street Journal.
The case study comes just a week after the Washington Post released a memo to its staff asking writers not to engage on Twitter on behalf of the publication. The decision was made after the Post published a controversial article online on Christianity and homosexuality.
No stranger to controversy, the Colonel has become not just the official Twitter presence of the Chicago Tribune but a PR rep too. After the New York Times wrote a new article that presented the company in an unfavorable light, the Colonel posted a link to a former colleague’s response that got more than 700 clicks. When the Chicago Tribune’s CEO, Randy Michaels stepped down, it was the Colonel who gave the people answers.
While @ColonelTribune is “the more gentlemanly version of @ChicagoTribune,” don’t let the paper hat fool you; he has more than 844, 939 followers to back him up.—DANNI WYSOKI
435 Digital
435 Digital is the interactive agency arm of the Tribune Company and helps businesses build and promote brands on the web through web development, SEO, social media, and SEM.
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