When you finish reading this chapter, you will be able to answer these questions:

• What is social entertainment? What is branded entertainment? How is it distinguished from content marketing used in social publishing?
• How can social media marketers use social entertainment to meet branding objectives? Why is social entertainment an effective approach for engaging target audiences?
• What are the characteristics of social games and gamer segments? How can marketers effectively use social games? How are alternate reality games different from other social games?
• How are brands using original digital video as a social entertainment tactic?
• In what ways are marketers using social music, social video and television, and social celebrity to share brand messaging?