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Kerry Drew and Bianca Peters are tapped as the faces of the Fox O&O’s early morning broadcast.

Social media platforms are fast evolving, and newsrooms that have come to rely on them are turning to new tools to keep up. From more granular analytics to better tools for incorporating social content into stories, newsrooms — and the vendors they work with on social — are moving along a sharp learning curve.

A trip to WNYW’s Tape Room, where the station keeps its archives, sparked an idea for reporter Dan Bowens. In the Tape Room, Bowens found old reports of crimes from the New York/New Jersey/Connecticut area that have remained unsolved to this day. Bowens has produced 13 audio-only podcasts so far. Of those, four were made into TV stories and then those four were stitched together for a 22-minute special called The Tape Room.

For Byron Harmon, who previously worked at both the NBC and CBS O&Os in New York, stretching the familiar formulas is the way to break away from the pack without breaking the mold. Like other news leaders on the broadcast side, he walks a fine line between innovation and expectation.

This week’s Social Scorecard covers the social media scene in New York City where broadcasters are vying for their share of engagement among 140 million actions. WNYW, the Fox O&O, is far ahead of all broadcasters there. Its secret? Fewer posts that appeal to their followers’ emotions. “Sometimes, less is more,” says Dan Carlin, the station’s programming and research VP.