During a recent appearance as part of the IACS seminar series, New York Times Chief Data Scientist Chris Wiggins noted that virtually all news organizations have become startups: they are all firms "in search of a scalable business model." In response to challenges of the digital age, many "traditional" news organizations have expanded efforts to promote their content on social media websites like Facebook and Twitter as a new medium to garner traffic and users. We are interested in how these efforts differ among news organizations and how we might predict their success.