How Thrillist, JackThreads Use Facebook, Oink and Pinterest

By Devon Glenn 

For online publishers who want more subscribers, it helps to think outside the inbox.  There are now 100,000 Facebook fans of JackThreads, the members-only fashion site for men; and Thrillist, a free daily email offering tips on local food, shopping, and entertainment. Social media manager David Pessah told Social Times he’s always looking for new ways to repackage content on Facebook and emerging platforms like Pinterest and Oink. Here are some of his best strategies.

Social media “draws new people into the fold and makes them aware of the brand in general,” said Pessah, so even if some of the posts aren’t directly linked to the main page, it’s still possible to gain and track referral traffic from the social media channels to the main sites. Although they couldn’t give us numbers, the company reports that subscriptions to both publications have increased as a result of the recent social media efforts.

Facebook is great for starting a dialogue with readers. JackThreads has regular retail polls on new merchandise, asking shoppers, “Would you rock it?” Thrillist will stage Food Fights between one culinary item and another during peak meal times, asking readers which they would rather eat.

Readers can also weigh in on funny pictures like the dress pant sweatpants, a cousin of the jegging that is supposed to make any day feel like casual Friday.

An especially weird item was a glow-in-the-dark crowbar, which begged the question, what kind of amateur burglar uses a crowbar that glows in the dark?

These are the important discussions that Thrillist readers engage in when they visit the Facebook page. Fans of of the publication are typically between 25 and 35 years old and often come up with witty responses. “I do my best to ‘like’ the best posts,” said Pessah. The company also rewards its fans with prizes like an iPad 2 loaded with the entire Beastie Boys catalog, limited edition “It’s Always Sunny in Philadelphia” clothing, VIP tickets to Pearl Jam documentary screenings, and access to sales curated by J. Cole.

On Pinterest the game is to organize images by category. Here, the timing of the post is less important than the quality of the images. Pinners can see a growing collection images on the pinboard several days after the pictures have been posted and still find them helpful.

Popular themes include Swag Style (stuff from Thrillist, JackThreads, and other retailers), iWant Everything (and by “everything” they mean Apple gadgets), and Food Porn, which is an eyeful of grilled cheeses and breakfast tacos.  Bonus tip: “People love bacon on the Internet,” said Pessah.

Thrillist doesn’t immediately jump onto any new platform that comes up, but Pessah had a good feeling about Pinterest when it started turning up in the status updates of “girls from college that I haven’t talked to for years that aren’t very computer savvy,” he said. Since then, he added,”Pinterest has been great for us.”

Recently, Thrillist also gave Oink a try. This is a new social network that lets foodies review specific items on the menu rather than the experience as a whole, making it possible to find the best place for pancakes even when the restaurant has a blah rating for not offering mimosas with brunch. (You know how Yelpers can be.) After a few weeks the Oink team noticed their efforts and added Thrillist to their list of recommended users. Said Pessah, “It’s nice to be on a new platform so you can grow with it.”

Featured Image by 101imges via Shutterstock

Sweatpants courtesy of this site