How the Telegraph uses social media

Over on econsultancy is an interesting Q&A on social media with Julian Sambles, the Head of Audience Development at the Telegraph. According the interview, the Telegraph uses social media to 1) broaden their audience reach and 2) increase reader engagement with the newspaper's editorial. As a result, they've attracted some 75,000 unique visitors per day, solely from social media channels.

I've always wondered about the pay off for newspapers in social media channels. If the Telegraph is truly pulling in so many readers and also buildling loyalty among online consumers, it looks like there is definite monetary justification for social media presence for newspapers.