Big Brand Theory: Elle.com Social Strategies


I came across this piece about Elle’s social relations strategy and wanted to share.

Elle is world’s largest fashion magazine and is available in over 60 countries. The publication boasts over 3 million likes on its UK Facebook account and 2.28 million followers on Twitter. Even the publication’s G+ page has over three million followers. And in May 2014, the site elle.com received nearly eight million unique visitors.

Compliments from Social Media Today

Yet the publication’s social media team is comprised of one individual, Kate Winick.

Officially, Winick’s title is Social Media Editor, which encompasses a role with strategic responsibilities as well as actual community management for all of the social properties for the website. When asked about how the brand defines success, Winick answers, “our main goal with social is to drive traffic to the website.”

Winick works closely with the print edition team for each issue launch, as well as with a team of bloggers who produce 20 to 25 posts a day. While she does work with a content calendar, she is often writing content on the day of the post.

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