After Condé Nast Traveler (CNT) published a March 2017 editorial package called Women Who Travel, the publication realized they had an untapped community of readers eager to engage more deeply with this subject. In response, they launched Women Who Travel, a Facebook Group run by CNT for female travel lovers to have conversations in a safe environment. In just a few months, membership ballooned. It’s currently above 56k members — 73% of whom are active in the group on a monthly basis.* “We wanted to explore a new social channel that might be able to bring something different, and develop niche communities,” says Molly McGlew, social media strategist at Condé Nast. “People actively choose to come here for this conversation. It’s so much more supportive and you can actually have dialogue.”
As this test group took off, McGlew and the wider Condé Nast social strategy team helped scale Facebook Groups across eight of Condé Nast’s brands including The New Yorker, Vanity Fair, Allure, BRIDES, Golf Digest, SELF and Teen Vogue. Each group is built around a niche passion related to the publication that runs it, and serves as a space for people to connect with each other and learn from the expertise of these publications. Groups from Vanity Fair’s Reel Women to The New Yorker Movie Club have become areas where editors, reporters, celebrity guests, and group members can have meaningful dialogue around a topic they’re passionate about. Not only has this helped inform editorial strategies for several publications, but it’s helped build a greater loyalty between group members and Condé Nast publications.
We’ll look at three different groups that Condé Nast runs, find out what their mission is, what kind of content they’re putting into the group or generating from it, and identify some key learnings for other publishers.