This article reads like a 101 on how to acquire digital subscriptions through a social strategy. The Economist’s social-media team has done a great job with social following expanded by 55% year-on-year, unique visitors up 40% and +31% subscriptions. Even if the numbers were really low in the year before - easy to beat - this is real progress.
Smart things in the article like litterally tearing down walls between departments. They also learned how to adjust their banners to social formats, like the one below. The graph shows you a new insight, brought by the Economist. So much smarter than a branding campaign!
Do refer to the article in the link to find out the eight things they learned by working together between editorial and marketing. I promise it is worth your time.