The fact that Google+ flopped came as little surprise to anyone who has ever heard of the boutique site called Facebook. For the most part, the site remains a ghost land, with little action and a trickle of traffic. Despite this, The Financial Times has been able to be successful there, as its page recently eclipsed the one million follower mark.
According to the FT, it gathered a big audience by sticking to what it does best — covering financial news in a smart, interesting way. “Part of the social media team’s strategy has also been to play up to the highly visual nature of the platform and rich-media content such as videos, images and infographics,” reads a release from the FT.
That doesn’t sound groundbreaking, but it’s working. One million followers is certainly remarkable, especially considering the lack of user interaction on Google+.