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The Financial Times is in constant conversation with readers on social media, with all journalists encouraged to engage.

"It's really important that we show that we are talking to people and listening to them and hearing their views," Sarah Laitner, communities editor at the FT, told Journalism.co.uk. "It's also an important source of generating traffic and registrations to our site, which has metered access."

And reporters are also encouraged to use social for newsgathering. "It might have been that in years gone by you were out on your beat, but now your beat has also emerged on Twitter, on Facebook and on LinkedIn," Laitner said. Sarah Laitner, who has been in her current role for 18 months, was previously blogs editor, and before that Brussels correspondent, for the FT. More recently she has been joined in the newsroom by Maija Palmer, a former technology correspondent and editor in the management team, who has taken up the role of social media journalist. There's also Rebecca Heptinstall, a social media manager in the communications team.

In this feature we run through 10 lessons in social media engagement from the FT, looking at the different ways it engages with its audience on social media across platforms including Facebook, Twitter, LinkedIn, Google+ and Tumblr.

Facebook

The Financial Times Facebook page has nearly 700,000 likes, and the engagement proves that Facebook not only works as a distribution platform for viral cat videos and quirky stories, but for business and economics too.

"It's a question of tailoring the question or picking the topic that will resonate particularly well with people on Facebook," Laitner said.

Here are a few Facebook lessons: 1. Use Facebook's regionalisation feature to speak to readers in particular countries

The FT has a global readership and the team frequently uses the regionalisation feature of Facebook to "personalise our fans experience", Laitner explained.

At the height of the unrest in Brazil in June, Laitner and Palmer decided to ask Facebook followers who live there what they thought it would take to end the protests.

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10 social media engagement tips from the Financial Times

Drug-smuggling suspects taunted via Facebook

Monday, August 19, 2013

Internet trolls have added to the distress of the family of Irish drug mule Michaella McCollum-Connolly by spouting abuse on a Facebook page set up to support her.

By Caroline ODoherty

The pair, who had been working in nightclubs in Ibiza, say were forced to make the trip by a Spanish drugs gang who threatened them at gunpoint.

However, their story has attracted scorn on a Facebook page set up to campaign for their release, with contributors criticising the women and making tasteless jokes about their plight.

A senior police officer in Ibiza who heads the islands drugs and organised crime unit has said their version of events was not credible.

Sgt Alberto Arean Varela said: Sincerely, with my experience, I dont think these girls were forced to do this.

Because, particularly when you go to South America, you need to pass several consuls so the first thing you do is go to the passport consul and say: Listen, this is what is happening to me.

Both women are due before the courts today or tomorrow to have their detention reviewed but have been warned not to expect a change in circumstances.

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Drug-smuggling suspects taunted via Facebook

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