Strengthen Your Brand Through Social Networking: A Q&A With Nylon Magazine Digital Director Faran Krentcil
As far as what we wanted to get out of the page, that’s pretty simple too: Nylon has so many fans around the world, and because the magazine is so personal, a lot of people feel like it’s talking directly to them. MySpace was a great online outlet where that could actually happen—people could send instant feedback, and connect with the magazine office immediately. We wanted them to always be plugged into the brand, not just when a new issue comes out. NylonMag.com does that, YouTube does that, and MySpace does that, too.
INBOX: How did you decide which social-networking sites were best for your publication?
Krentcil: We look at which sites everyone in our office, and also our interns and friends, are using.
INBOX: Did you design the page in-house or hire a vendor to assist you?
Krentcil: In-house, by the same designer who did NylonMag.com
INBOX: How much staff time is spent maintaining the MySpace page? How often do you add new content?
Krentcil: Every morning, staffers sort through MySpace messages and comments. And throughout the day, we’ll log on to post bulletins of what’s happening on NylonMag.com or in the office. [For example,] when [actress] Mischa Barton came to our party in L.A., we posted a bulletin saying, “Nylon Magazine is... hanging with Marissa Cooper.” [Marissa Cooper is a character Mischa Barton played on television.] We send little blips like that about five times a day—and we get crazy comments. Once I was really tired, and I sent a blip that said, “Nylon Magazine needs a Diet Coke.” Within an hour, we had comments on our page with readers posting photos of Diet Coke cans. And if you scroll through our comments, you’ll see about 200 “birthday cards” that readers drew and scanned when our Anniversary Issue hit stands. So a lot of the new content is actually added by our readers.