Last month, Digiday highlighted Disney in an article about social media strategies. The article featured Amanda Grant, director of distribution for Disney Interactive, who shared details of the company’s social media strategy.
The article takes an in depth look at how the company approaches each social media outlet differently.
“Heavy engagement happens with Facebook, Twitter and YouTube, while we test strategies with emerging platforms like location-based services, Google Plus and social deals platforms,” Grant said in the article.
When asked specifically about their Facebook strategy, Grant said they use Facebook to listen to the community.
“At the heart of every social strategy, we seek to succinctly define the objective, fundamentally understand how people use the platform, observe and listen to the community and create the types of tactics that we think will produce optimal results. Facebook is about content sharing among our 13-and-older audience, making connections and sparking conversation.”
Grant also went into detail about how Disney engages audiences on Facebook and Twitter.
“Simply put, our engagement on the platforms is centered on two main principles: reach families and Disney enthusiasts and share content that our guests are compelled to talk about and share,” said Grant. ” The Muppets is a good example of a Facebook page that is in an active campaign window for the studio.”
Grant also mentioned the @DisneyMemories Twitter account, which we explained in a previous article.
“We started with the grounding idea, “If the Parks could speak, what would they say?” When we launched, the other handles that Disney Parks used were very news driven. We wanted to test something different to see if we could create more engagement and inject a little Disney magic into a channel built around conversational broadcasting. We started by giving each of the Parks a personality and also creating a family tree to identify how each of them related to each other. In about a month, @DisneyMemories became the second largest Parks-related Twitter handle behind @WaltDisneyWorld.”
In the article, I was most intrigued by Disney’s continued willingness to discuss it’s social media strategy. In several articles, Disney has been open about their digital strategy. The one constant is Disney’s primary goal of connecting with it’s passionate fan base – even more proof that when it comes to social media, Disney “gets it.”