New media developed in the 21st century allows conversations and interactions among people and organizations online. This capacity is referred to as social media (Safko & Brake, 2009). Twitter is the most active social media tool and influences the use of other social networks (Webster, 2010). Companies are entering Twitter to engage in conversations with their public and modifying their branding strategies to work within this new medium (Jansen et al., 2009). This study attempts to understand how news media companies that use traditional media, are integrating social media branding...