The Financial Times uses social media channels including Facebook and Twitter to share breaking stories, cultivate online communities, and create deeper engagement with readers. The company also uses Marketing Cloud to monitor and engage with social customers. “Marketing Cloud lets us use social media to see how we’re doing,” says Scott. “Social media is the fastest growing traffic source to FT.com, increasing by 20 percent in the first six months of 2012, and is an increasingly important driver of new customers.”