2. Social Media
• From 2010, Disney has had a dominating force across the social media networks. They have also
gained a name for themselves as one of the most powerful brands both online and offline.
• In the social media networks, over a 1,000 social media accounts have been made and have a 24/7
online presence. These more noticed social media networks are; Facebook, Twitter and YouTube.
• A Disney Mums panel was created also in 2010. This panel became this first major social media
forum. This was created for the past customer mums, which could engage with people looking to
visit Disney World (Theme Park). This was a ‘smart risk’ by using a forum, because the mums are
allowed to post negative and positive outcomes to other mums questions with out having an
influenced Disney representative answer. The positive outcome also for Disney, was that at least
one fan or positive customer would defend the company with out Disney having to do or say
anything when a negative comment was revealed.
• With Disney’s presence upon YouTube, they become allowed to create videos that are more for
entertainment value rather than to sell their products. Recognisable and popular characters are
constantly used in their videos, in hope to have their targeted audience using word of mouth
about their products and / or movies.
• With Disney consumer product team running most of the pages, because they are in a constant
never-ending selling cycle. This never-ending selling cycle, needs to advertise and endorse
products all year round no matter whether it is for a new or old film.
• The engagement plan for their social media profiles is based on two important key principals.
The first key principal is to reach families and Disney enthusiasts
