This summer, Disney Family.com plans to roll out a new parent-oriented social networking platform that will provide users with the ability to create profiles for their entire family using customizable avatars. The new community will be different from typical social networks, which emphasize individual profiles. “This is about when your family becomes your identity over your self,” explained Maureen Bergmeuller, director of marketing. Disney Family.com. Thus, the new, yet-to-be named network will be designed to help parents meet other families in similar lifestages (such as parents of moms recovering from c-sections or families with autistic children). Plus, unlike sites such as Facebook, Disney Family.com’s editorial content will be woven through the social network, encouraging discussion among members. Marketers will have several ways to integrate their brands into the new platform, including product-placement images that users can incorporate into their avatars. The site will feature a collection of “stickers” or images that users can employ to complement their personal signatures within the site’s message boards. Those stickers can also feature brand messaging.http://www.mediaweek.com/mw/content_display/news/digital-downloads/broadband/e3i32a6c4ade2dd7b234f0417152699006a
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