Strengthen Your Brand Through Social Networking: A Q&A With Nylon Magazine Digital Director Faran Krentcil
While social networking has been a hot topic in the industry for a few years now, many magazine publishers are still struggling to figure out how to use the online community-building tool to their advantage—or if they should devote the staff time and resources to it at all. For Nylon, a magazine rooted in youth and popular culture, the answers to those questions were easy. “I don’t think it was ever a question that we should have a MySpace page,” says Faran Krentcil, digital director. “It was just a really organic thing … . Everyone in the Nylon office had a MySpace page, so why wouldn’t the magazine itself have one?”
With a presence on MySpace since 2004, Nylon now has a community of over 125,000 “friends” on the popular social-networking site. It has also established itself on other social-networking sites. “We have a Facebook group called ‘Nylon Magazine: Totally Official’ where we also share news and photos from each issue,” says Krentcil. “And we have our own YouTube page … which showcases Nylon TV segments [from NylonMag.com].”
Krentcil spoke to Publishing Executive Inbox about how the use of social-networking sites has helped to strengthen the Nylon brand and build a stronger connection between the magazine and its readers.
INBOX: With so many opportunities online, how did you determine that the MySpace page was worth staff time and resources? What were you hoping to get out of the page?
Faran Krentcil: MySpace and Nylon are both rooted in youth culture and pop culture; every month those worlds collide in our magazine, and every second they’re changing and growing on MySpace. I don’t think it was ever a question that we should have a MySpace page; it was just a really organic thing …. Everyone in the Nylon office had a MySpace page, so why wouldn’t the magazine itself have one?