Social media and the Financial Times

Timothy Gibbon of SMP.com interviewed FT.com’s social media manager Rebecca Heptinstall, who shares tips on social publishing and brand reputation.

Here is an excerpt:

SMP: How many are in the social media team at the FT?

RH: We have three staff dedicated full-time to social media including two in editorial: our communities editor Sarah Laitner and social media journalist Maija Palmer. We also have a social media strategy team comprised of around eight managers from different parts of the business. We get together regularly to discuss new projects and technology.

SMP: How does the FT manage social media after hours and over the weekend?

RH: The global communications team operates on a rota basis at weekends, so we’re always keeping an eye on what’s happening 24/7. We also have a weekend editor who selects content for our social networks on Saturdays and Sundays.  However, working in social media and having a smartphone or tablet, means you never really switch off.  It’s just not a 9am-5pm job.

SMP: What are the low moments of what you have been doing so far?

RH: There aren’t many. We’re so guided by the news agenda, it means that no day is ever the same, which can be challenging, but exciting.

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