Philadelphia’s WCAU has hired Lou Dubois to as the station social media editor and strategist, NBC announced yesterday.

The NBC O&O selected Dubois, who is currently the senior editor of “Social Media Today,” to oversee the usage of social media tools to find leads and monitor and report news. “To say that we believe strongly in social media is an understatement,” Chris Blackman, VP of news at WCAU, said.”It allows us to connect with our viewers like never before.”

Local stations are increasingly finding new platforms for news-gathering and interacting with viewers — stations are building smartphone apps, urging viewers to share photos via Twitter and even slyly creating Google+ pages.