When you think of The Financial Times, you might envisage bankers in bowler hats and pinstripes clutching furled umbrellas and a sheaf of pink newsprint. But that�s a pretty dated version of the FT, which is in fact a leading business news and information organization with a hefty digital presence. The average daily print and online readership is 2.2 million, while FT.com has more than 4.5 million registered users.
For the FT, maintaining a leadership position in the dissemination of news and information online has meant a company-wide commitment to encouraging and embracing social media. With this focus on achieving a high-quality social media presence, Google+ was a natural choice for the organization. �We decided to create a Google+ page to add another touch point for our readers,� says FT Community Manager Rebecca Heptinstall. �We want to allow people to read our content where and however they choose.�
In developing its Google+ page, the FT opted to emphasize captivating content and exclusive reporting. As early adopters quickly took to Google+, it might have been easy to just push tech and digital content on the platform, but the FT has gone far beyond this narrow remit, sharing a wide variety of content including a rich stream from correspondents around the world.
Part of the team�s Google+ strategy has also been to play up to the highly visual nature of the platform. Rich media content has been particularly successful. �Google+ is a hugely visual platform for the FT and that is where we see the highest degree of engagement. Whether it�s a video, image or infographic, the interface of Google+ just works well.�
With its combination of rich, unique content and a personalized approach, the FT has reached a significant milestone, recently achieving over 1 million followers -- making their Google+ audience one of the largest and fastest-growing among all newspapers.
�The Financial Times is now read by more different types of people than ever before and Google+ plays a key role in terms of reaching new readers.�
Want to emulate their success? Read the full case study.
Posted by Arlene Lee - Inside AdSense Team
For the FT, maintaining a leadership position in the dissemination of news and information online has meant a company-wide commitment to encouraging and embracing social media. With this focus on achieving a high-quality social media presence, Google+ was a natural choice for the organization. �We decided to create a Google+ page to add another touch point for our readers,� says FT Community Manager Rebecca Heptinstall. �We want to allow people to read our content where and however they choose.�
In developing its Google+ page, the FT opted to emphasize captivating content and exclusive reporting. As early adopters quickly took to Google+, it might have been easy to just push tech and digital content on the platform, but the FT has gone far beyond this narrow remit, sharing a wide variety of content including a rich stream from correspondents around the world.
Part of the team�s Google+ strategy has also been to play up to the highly visual nature of the platform. Rich media content has been particularly successful. �Google+ is a hugely visual platform for the FT and that is where we see the highest degree of engagement. Whether it�s a video, image or infographic, the interface of Google+ just works well.�
With its combination of rich, unique content and a personalized approach, the FT has reached a significant milestone, recently achieving over 1 million followers -- making their Google+ audience one of the largest and fastest-growing among all newspapers.
�The Financial Times is now read by more different types of people than ever before and Google+ plays a key role in terms of reaching new readers.�
Want to emulate their success? Read the full case study.
Posted by Arlene Lee - Inside AdSense Team
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