As Condé Nast launches a postgraduate programme dedicated to social media influencers of the future, legacy brands provide insight into building relevant brands with staying power.
Photo: Jonathan Daniels
Condé Nast Italia recently announced the launch of Condé Nast Social Academy in partnership with one of the world’s most prestigious business schools – Milan’s SDA Bocconi School of Management. The certified postgraduate degree programme will offer classes on communication, social marketing and digital media, with graduates becoming a part of Condé Nast’s network of 300 social influencers.
According to the group’s Chief Executive Officer Fedele Usai in an interview with WWD, the academy’s aim is to “invest in education in order to have a well-trained and, most importantly, ethical category (of influencers)”. With the media company’s combined digital properties registering 35 million users in August 2017, the programme will offer the lucky students valuable insight from leaders of some of the group’s most successful platforms.
While the new programme, along with social media in general, is driven by progression, it will do well to take lessons from its elders, such as Vogue – Condé Nast’s 125-year-old fashion bible – and Vanity Fair, which received a record-breaking 11 million unique users in one week, following the debut of its new online redesign and editorial channels. The most important lessons that CN’s future influencers can learn from both titles are:
- Strong storytelling skills
- A cohesive cross-network strategy that leads back to the source
- Most importantly, always maintain a clear and strong brand identity.