The Knight News Challenge saw significant increases in awareness and engagement through strategic use of social media. With a small part-time team and limited budget, they increased traffic to their website by 47% and unique visitors by 50% through activities like blogging, local meetups, an online community called the Garage, use of Facebook groups and events, emails, and outreach to influencers on Twitter and elsewhere. Their plan focused on measurable goals in awareness, buzz, application diversity, and community building. Executing regularly over two months through various social media channels helped generate over 2,000 applications and engaged hundreds in local events and discussions online.