Susan Mernit — another prolific and incisive writer that may not be yet be among the bookmarks of enough journalists — shares a long excerpt of an even more exhaustive White Paper on how she and her team used social media to significantly raise awareness of the most recent Knight News Challenge.

In “Case study, using social media for social good: The Knight News Challenge 2008/09,” Mernit shows, step-by-step, why you weren’t imagining things when you thought that there was an awful lot of publicity about the Challenge this time around.

Click here for the rest of this post at Nieman Journalism Lab.