By the time he was at Facebook, Porch had developed a theory about what would attract public figures to social media sites. He would find a way to talk to celebrities directly and personally about their goals, rather than going through their record labels or managers. He knew how to make their posts online sound natural and personal. If celebrities lifted the curtain on some of their private thoughts and experiences, they would build a bond with their fan bases. The online conversation would put celebs in control of their own brands, increasing their relevance and therefore their commercial
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