AI content distribution is the key to balancing journalistic excellence with modern digital demands. La República, one of Colombia’s top daily newspapers focused on business, finance, and economics, knows its content is gold—but managing its vast social reach (over 1.1 million followers) was consuming too much journalist time.
Their core challenge was transitioning from a manual, resource-heavy social media management system to a smarter AI content distribution strategy that would boost results while letting journalists focus on their core business: creating content.
😩 The pain point: Three journalists managing manual posts
Previously, La República managed its social media presence entirely by hand. This meant three journalists were constantly dedicated to selecting content and posting across Facebook, Twitter, LinkedIn, and Instagram.
Diego Moreno, Technology and New Media Manager at La República, emphasized the problem: “We decided to change [from manual social media management] since our core business is journalists focusing on content generation.”
La República was keen to leverage new technologies to draw more value from social media and boost efficiency. Moreno noted: “At this time, given all the advances in the industry around artificial intelligence and machine learning, we decided to look for a tool that would allow us to manage our social networks with that vision.”
🧠 The game-changer: Trusting AI to manage content distribution
La República found its answer in Echobox, the world’s first social media solution built specifically for publishers and powered by artificial intelligence.
The publication embraced a hybrid strategy focused on maximum efficiency: “We try to maintain that 70% of our content is managed by the Echobox AI and shared at the optimal time, and we let Echobox fully automate 100% of our posts during non-working hours,” explains Moreno.
This smart automation had an immediate impact on resource allocation: only one person on the editorial team is now needed to manage social media posting, instead of the three journalists previously dedicated to the task.
“With Echobox, we’re able to optimize time in the newsroom and deliver our content more effectively to our audiences,” adds Moreno. This transition to AI content distribution meant journalists could get back to reporting.
🥳 The big win: Traffic and impressions soar
La República quickly saw the phenomenal benefit of adopting Echobox and harnessing AI to optimize its social media posts. The results showed that smart automation outperformed manual hands down:
| Key Performance Metric | The Improvement |
| Referral Traffic from Facebook | Increased by 33% |
| Post Impressions | 42% better (for AI-optimized posts vs. manual shares) |
| Journalists Needed for Social | Reduced from three to one |
The AI not only saved time but delivered tangible value. Moreno summarizes the impact: “Echobox is an essential tool in our daily operation that generates value, and it saves us time, which facilitates our operations in generating and distributing content.”
As La República continues to build its social following across platforms, Moreno sees Echobox as an essential tool that could benefit other publishers, adding, “I would definitely recommend Echobox.”
🌟 Ready to optimize your AI content distribution strategy?
If your newsroom is spending too much time on manual social media management and needs to boost traffic, La República’s story proves that intelligent automation is the key to achieving greater reach and saving valuable journalist time.
Download the full case study for the details on their hybrid automation strategy, and all the insider info on how they achieved a 33% increase in Facebook traffic!
