Disney entering the social networking scene

The Walt Disney Company has revealed that it is to launch a new social media site aimed at mothers who look to the internet for interest and advice, heralding a change in the company's marketing techniques.

Previously the firm had focused solely on Disney-branded content, but the new site will compile information from around the internet in order to provide a comprehensive resource to parents. Users will also be able to add to the database themselves.

Paid search advertising will be central to the company's attempts to make the website a profitable venture, Disney revealed.

Analysts praised the forthcoming site's content, which was based on a survey of more than 30,000 mothers conducted over the past year.

"To get community right, you need to have the right mix between homegrown content plus the ability to loop in people and content from outside. That takes guts because you don't really know what users are going to say. It's uncharacteristic for a company that wants to control things as much as Disney," said Josh Bernoff of Forrester Research, speaking to the Associated Press.

A recent study by Nickelodeon suggested that as many as 98 per cent of US parents were now internet users.

Tony

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