The Times pay-to-view paywall might restrict online content to subscribers, but it does routinely use social media and other peer-to-peer services to generate free-to-view audience engagement elsewhere. 

The Times, like other newspapers, has its own YouTube channel that it uses to construct additional multimedia content - a particular draw for younger readers. Uploaded videos often include profile pieces that provide additionaility to its print based coverage; interviews with high profile politicians and fact based explainer vlogs often provide the direction for these YouTube offerings.

The Time also engages Twitter to construct click bait marketing content - the principal function of which is to direct casual social media viewers to its online subscription service. 

The Times, moreover, uses Twitter to foreground its authority as a real-time news gathering agency - releasing upwards of ten tweets an hour to evidence its up-to-the-minute news gathering credentials.