Strengthen Your Brand Through Social Networking: A Q&A With Nylon Magazine Digital Director Faran Krentcil
INBOX: How do you publicize the page to readers?
Krentcil: Sometimes MySpace uses Nylon as its featured profile on the homepage, and when our [MySpace Music Issue] hits stands [every June], they add us into their homepage advertising rotation. But the page built up organically—we announced one day on NylonMag.com that we had a MySpace page, and suddenly we had thousands of friends.
INBOX: How do you feel the publication has benefited from the page? How has it strengthened your readership?
Krentcil: It’s kept people aware of Nylon every day, not just when a new story hits. And it makes Nylon more personal, because when someone sends a message, they’ll actually get a response.
INBOX: Do you have any other advice for publishers who would like to build a presence on a social-networking site?
Krentcil: Really look at who uses social-networking sites, and what they use it for: Is your reader someone who goes on MySpace for new music? Is your reader someone who goes on Facebook only to network in a business sense? Then you can tailor your brand’s online presence to engage the right people. Nothing’s sillier than seeing a brand “trying” to be younger, flashier or more connected than they actually are, and social-networking sites only help grow your brand if there’s an authentic connection between you and the readers. So plan it carefully.
Also, don’t let your page be static. If you decide a social-networking site is right for your publication, you need to update it every day to keep people engaged.