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Posts Tagged ‘Wikia’

Follow the 4 P’s to Create a Strong Social Brand Community

Passion, participation, pictures and the popularity of celebrities like Betty White: those are among the key elements for creating a strong fan base on social platforms, according to a panel of digital media executives at Digital Hollywood’s Media Summit in New York on Wednesday.

Community building is high on the list of crucial social media strategies, but it still eludes many brands. During social media’s early stages, some enterprising fans even established brands’ social media presence before the companies themselves got around to it. After playing catch-up, more organizations now are embracing their social communities.

The media and entertainment brands represented on the panel, including WhoSay Media (celebrity publishing platform), DailyCandy (city guides discovery site), Wikia (Wikipedia’s sister site) and Crown Media Family Networks (Hallmark Channel), may have an edge, since they represent hot celebrity assets and focus on fun topics. Still, their tips for creating effective social communities apply across categories:

1. Pictures: “A few pics a week is the secret sauce for having a vibrant community. Our talent wants to be on Instagram”, said WhoSay Media’s VP of talent, Harvey Schwartz. For example, their client Danny DeVito posted amusing shots of his troll feet while sports stars Christiano Ronaldo and Mariano Rivera posed with each other and a certain Mick Jagger shared a photo taken while recording last summer in a Paris studio.

DailyCandy also uses Instagram, sending behind-the-scenes takes during photo shoots. Pinterest is their other favored visual platform. As editor Ashley Parrish said, “Pinterest is about finding hidden gems, since our readers are treasure hunters.”

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Two Social Platforms Speak to Specialized Audiences

Social networks for more specialized audiences may not be on everyone’s radar, but they could prove valuable to agencies with celebrity clientele or brand clients focused on specific interest areas. The CEOs from two such platforms, WhoSay and Wikia, spoke on a panel at Wednesday’s Digital Hollywood Media Summit in New York to describe their networks.

WhoSay helps celebrities handle and protect their digital presence. Wikia, similar to its sister site, Wikipedia, is a collaborative content site, but instead of serving as an information reference, it revolves around highly targeted topics and passionate users.

The WhoSay platform “handles one thousand famous people,” according to its CEO, Steve Ellis. The start-up launched last year with talent firm Creative Artists Agency and Amazon among the investors. The client list is by invitation only and represents celebrities and influencers from the worlds of film, television, music, sports, arts, and culture.

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