facebook gets glammed up.

Glamour UK on Facebook

Here’s a pretty cool idea. Glamour Magazine (UK version), published by Conde Naste, has made it’s first ever UK issue available exclusively to fans of it’s Facebook page for 48 hours. That’s a lot of f’s.

The idea behind this particular Facebook strategy, as reported today on nma.co.uk, is that Conde Naste saw a 750% rise in traffic from it’s Facebook page to the Glamour website, but it’s actual fan numbers on FB aren’t that great. The magazine is currently celebrating it’s 10th year – hence the idea of publishing the first ever issue, which will be available exclusively on the Facebook page for 48 hours (from yesterday, you now have about 24 hours and counting) before being released on the website on Friday.

It’s a nice touch, and a nice idea, but what the guys at Glamour really need to think about is why, if the campaign is successful, these people weren’t fans on Facebook in the first place. More ‘f’ action comin’ atcha there. Forcing them to ‘like’ the page so they can get in some lunchtime reading is one thing, but are they going to continue following you after that?

If the quality of the posts on the Facebook page isn’t high enough – or inetresting enough – to keep people coming back, and to have ‘liked’ the page to begin with, then what’s to stop those people unlikling once the campaign is over?

Glamour actually do have a very good Twitter stream (@glamourmaguk) which i’ve followed for a while now. The tweet regularly, with interesting content – sometimes competitions, pictures, often with links – basically, they’re doing it right. And they’re always in there on top of a hot topic along with the other fashion mags and bloggers. So why can’t they get it right on Facebook?

They have it straight in terms of not blasting Facebook fans with the same level of content consumed on Twitter; a common mistake made by plenty of brands. They engage with the fans they do have, have a friendly tone andplenty of rich media content. But it all seems just a bit, well, boring. And I don’t really know what to suggest they do about that.

If you’re not going to post content that’s unique to the channel all the time though, you can’t expect to keep people interested. The people who are following the page already do so because they’re fans of the magazine, who, like the rest of us, have a permanent window open to Facebook. It’s an easy route through to updates on the website. You see a new post on your wall or news feed and you click through to the website – and that’s fine, since the figures show that essentially, the page is doing what it seems to have been designed to do. If Conde Naste want a wider social media strategy though, increasing their social footprint etc, then they need to give people a reason to follow – unique content that they won’t get anywhere else, or a unique combination whereby an action online can only be completed / the reward gained by continuing the journey through social media.

Simply posting some content that exclusive for a bit, but will actually be available on the website if you can hang on for another 24 hours isn’t enough of a reason to click that ‘like’ button.

Come on Glamour, let’s see what else you got.



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