Social media is now the place where people are gathering en masse to discuss the news with their friends, neighbors and complete strangers. This change in news consumers’ behavior is proving to be a challenge for local news, but it is also an opportunity. Users and system generated data from social media can also be a boon for content creators. This presentation will feature a case study showing how publishers can use social media analytics to gain insights into their audience and how to use this information to foster a stronger sense of community around their brand of journalism. The case study will focus on how to use Netlytic, a cloud-based social media analytics tool, to mine the public Facebook interactions of the readers of BlogTO, a regional, Canadian-based media outlet, to find out what their readers are interested in and what engages them.