Discovery Communications casts wide berth on Facebook

With 60 active pages for networks, programs and events, the company behind the Discovery Channel is getting a lot of social media attention.

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Think it’s hard to manage one Facebook page? Try 60.

“It’s definitely a lot of work,” says Gayle Weiswasser, vice president of social media communications at Discovery Communications. “We don’t believe in automating.”

A team of three manages the main Discovery Channel Facebook page and pages for programs such as “Deadliest Catch” and “Man vs. Wild.” Six others manage pages for Discovery networks including Animal Planet. The team regularly interacts with millions of people who have “liked” the 60 or so pages under the Discovery umbrella. In total, Discovery has accumulated about 36 million “likes,” Weiswasser says.

How’d Discovery accrue that many likes? With games, features highlighting fans and opportunities to interact with Discovery Channel talent.

Bringing engagement home

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