Freedom Communications’ soon-to-launch Los Angeles Register is ramping up its social media presence.

The daily newspaper is expected to begin publication in March, but it has already posted its first Facebook and Twitter updates.

The social media push follows a video advertisement for the newspaper that ran on the scoreboard at Dodger Stadium during a hockey game last week. Both the ad and social media posts were first reported by the L.A. Observed website.

Freedom, based in Santa Ana, will presumably increase its use of social media and advertising in coming weeks to raise awareness ahead of the launch.

The advertisement and the social media launch are evidence that the company plans to push ahead with the Los Angeles Newspaper despite a recent massive layoff at its base in Orange County.

As the Business Journal reported this month, executives at Freedom believe that their more conservative editorial and opinion pages will fill a need in Los Angeles, where the Times has a reputation for its more liberal positions.