Facebook is moving into Hollywood — at least temporarily.
The social media giant has opened a pop-up office just off Sunset Boulevard through the end of awards season in the hopes of catching the flurry of Oscar hopefuls and media executives who will breeze through town for a long list of press junkets, teas and glitzy parties. Celebrities often visit Facebook’s Menlo Park, Calif., headquarters or Los Angeles office for help setting up their public pages, signing up for the Mentions apps or conducting Q&As with fans. But for awards season, Facebook decided to come to them.
“We can provide a really great experience for talent that sort of encompasses all of the great things on our platform that they may or may not know how to do or use,” explains Sibyl Goldman, Facebook’s head of entertainment partnerships, who will be working out of the pop-up location with her team to educate public figures on how to connect with the social network’s more than 1.3 billion monthly active users.
The pop-up, open by appointment only, will also host a series of gatherings for Facebook’s media partners in the weeks leading up to the Academy Awards on Feb. 22. Facebook has a version of the pop-up that it takes to large events like Comic-Con and SXSW, but this will be the first time that it opens a temporary office to meet with its users. Partner managers for sports, music, beauty and fashion will also be on hand.
“It’s about being there so we can make suggestions, recommendations,” says Goldman, noting that it’s helpful to meet face-to-face with celebrities and their teams to give them ideas on how to use the platform to its fullest. “When people come do things in person, they sometimes get a different view of how our platform works.”
Goldman was hired to run entertainment partnerships for Facebook in February last year as part of an effort to boost public content posted on the social network. Since she joined, a number of high-profile public figures have created public accounts. Facebook has simultaneously encouraged the growth of video on the platform. The social network now averages more than 1 billion video views every day. Says Goldman, “In the same way that more movie trailers being posted on Facebook has led to more movie trailers being posted on Facebook, as more public figures post it begets more of that.”