This was done by sharing exclusive photos and video of Sophia’s many appearances and travel. Content-wise, a key plank in our strategy was showing fans a behind-the-scenes view of Sophia. Part of our strategy involved specifically targeting other celebrities to precipitate exchanges on social media and generate earned media coverage in tier one press outlets. This strategic orientation had major implications on who and how often she would follow people as well as rules of engagement. Following a process around platform selection and after designing rules around agency-client interface, we decided to run Sophia’s accounts like a celebrity personality.
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