It’s always interesting to hear from those specialists tasked with managing the social media presence of major personalities and celebrities. This field, which barely existed a few years ago, is now growing by leaps and monthly-billed bounds.

In the case of Snoop Dogg (more than four and a half million followers on Twitter, 12.1 million likes on Facebook), the social media whisperer is LA’s Cashmere Agency. Company co-founder Seung Cheung recently told Entrepreneur magazine about two platforms they are funneling people like Snoop towards:

Viddy.com allows users to record brief video clips, apply various filters and then share with their friends… We helped Snoop Dogg get started on the platform and then we aided in launching an actual Snoop Dogg-themed filter late last month…

Chill.com allows groups of people to gather online and watch content together and create a dialogue around it… There is already a Snoop avatar that he uses when he is on the site. So far, fans love it.

The Seung interview was conducted by Shira Lazar, who recently suffered the slings and arrows of Twitter defeat when a junior employee of her online weekly program What’s Trending tweeted out false news of the death of Steve Jobs, prompting CBSNews.com to end their affiliation with the show.