The Fox O&O's put huge weight into social media. 

In each Fox O&O newsroom there is a "scoreboard" posted with who is doing the best in the newsroom to drive social media. 

So, it is head scratching as to why WFLD in Chicago would get rid of the top social media influencer in the market, 

Days before the February book, WFLD ND Matt Piacente's called traffic reporter Jenny Milkowski into his office and said she was out.

"We're going a different direction and want to take traffic more seriously," Piacente told Milkowski.  

Milkowski is actually an employee of Total Traffic which contracts with WFLD for traffic reports.

Almost simultaneously, The Firm announced they've hired Michelle Alegria. Alegria was once on WLS as a contributor for its "190 North" magazine show.

Milkowski did her job well and she owned social media in Chicago. Two things that you might think would help you keep your job.

But remember, this is The Firm we're talking about and all bets are off when it comes to them doing the right thing.