This week saw the FT strike a deal with Foursquare to allow people to check in and unlock its pay wall
(http://www.guardian.co.uk/media/pda/2010/apr/12/foursquare-ft)
For me, this shows how it's not just brands who needs to find a way of operating within exisitng social media platforms, it's the media too.
Although all the major media have a presense on the leading platforms, very few have matched brands in finding innovative ways to engage potential readers (and therefore customers) in the way brands have.
I think media marketing teaams have been lazy in this respect.
If you are the Times, about to get a shiny new paywall, your social media strategy must be geared towards increasing entry into your paywall and boosting revenue streams.
Simply being on Facebook, or having a Twitter feed, isn't enough to deliver new, unique and paying users; and by new I mean online consumers who would otherwise not think of visitng a website.
By looking to creative partnerships with social media platforms - and even brands - British media can get away from the 'free DVD on Sunday' approach and seek to engage consumers in the same way as the biggest brands have done successfully.
So, well done, FT. Let's see some more of this type of innovation.
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