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Condé Nast Launches New Social Tool

Condé Nast is getting more social with the launch of Social Sidekick, a web tool that will aggregate the most shared pieces from some of its many brands. The tool launches Wednesday, and will showcase popular articles from W,, Glamour, Self, Teen Vogue and Lucky.

Sidekick will be seen on these sites with a title “What’s Trending Now!” and when users click it, the most shared stories on Twitter, Facebook and other sites will be displayed. Sidekick is also being sponsored by Gucci, because why the hell not, right? Teens — and pretty much everyone else — love stuff they can’t afford.

Lou Cona, CMO of Condé, said of Sidekick, “We created Condé Nast Social Sidekick to accomplish two goals — to cross market our own brands and provide advertisers with a dynamic environment that can tell a content rich narrative while tapping into Condé Nast’s editorial strength and readership.

That’s a mouthful, but it is a good idea from the publishing house. The more prevalent your best content is, the more likely it is to get shared. The more it’s shared, the more people engage in the brand. The more people engage — well, you get the idea. Smart move by Condé.

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