KPA has established presences on Facebook and Twitter to connect with newspaper members and readers where they are online. On Facebook, Kentucky newspapers post headlines, photos and links to drive readers to their websites. On Twitter, newspapers can break news quickly in 140 characters and also link to articles. KPA uses social media to understand members' needs better, provide valuable industry content, and promote KPA's services and brand. Initial metrics show over 400 Facebook fans and 20 Twitter followers gained in the first few weeks, with most fan interactions occurring when KPA posts questions, promotes events or shares exclusive content. The primary audience for KPA's Facebook page is newspapers' core demographic of 45-54 year olds.