Poynter and API teamed up this week to take a deeper look at what’s working in local news. Here, you can read how The Philadelphia Inquirer automated Twitter and grew audience on other platforms, and over at Better News, learn how the Philadelphia newsroom created its audience team using essential lessons from Table Stakes.

The Philadelphia Inquirer’s audience team used to spend 80% of its time on Twitter for a 2-3% return in referral traffic.

“And I was like, well that’s ridiculous,” said Kim Fox, managing editor for audience and innovation.

Now, the Inquirer’s Twitter flagship accounts are automated, and the Inquirer gets … yes … about a 2-3% return in referral traffic. With the time they saved, the seven-person audience team that Fox leads has put their energy into: