World Wrestling Entertainment is building a potent online presence -- and converting its digital successes into real-world sales, with more people buying tickets for Wrestlemania than showed up for the Super Bowl. The key is a two-pronged social strategy built around an in-house niche network but also incorporating Facebook and Twitter, says WWE digital chief Mark Keys. "If you can't beat 'em, join 'em," Keys says. "People were engaging on those sites and communicating about our products anyway, so we might as well embrace them and bring them into the fold."
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