How Marvel manages its dozen-plus Twitter accounts

All of the comic-book publisher and moviemaking juggernaut’s social media efforts radiate from its collection of Twitter feeds, boasting 1.35 million followers.

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“I had already built the Agent M persona and then we wanted to do some stuff at Comic-Con, so we started with Agent M on Twitter,” says Penagos, Marvel Digital Media Group’s executive editorial director, who will speak at Ragan Communications’ upcoming International Social Media and PR Summit in Amsterdam, The Netherlands.

Since 2007, that account—which has an astonishing 1.35 million followers—has served as the starting point for more than a dozen Marvel accounts including @Marvel, @Avengers, and @RealDeadpool, an account for one of the company’s most popular and irreverent characters. The ease and immediacy of Twitter, along with the reality of a huge community of passionate comic fans congregating there, made it the best fit for the company.

“It made a lot of sense for us to reach the audiences and get feedback quickly,” Penagos says.

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