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BBC News has a following of more than 3.2 million on Twitter and is nearing 11 million on Facebook.
So it's safe to say the outlets social media strategy might contain some handy pointers for other journalists.
In this video posted to the BBC Academy site, Mark Frankel, assistant editor of social news, explains how the outlet uses rich media and interactives to engage users on social media.
He also describes some of the methods used to encourage discussion and debate, such as "choosing the right story for the right platform".
- Journalism.co.uk is running a training course for journalists in social media content strategies on London on 29 September. For more information visit journalism.co.uk/courses.
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