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Acquired byViggle
TermsCash and Stock

General Information


Seattle, USA
710 - 2nd Avenue
Suite 1100
Seattle, WA, 98104
New York, USA
270 Lafayette Street
Suite 505
New York, NY, 10012


Co-Founder/CEO/Board of Directors
Co-Founder and VP, Social and Audience Development
SVP, Strategy and Business Development
Board Member
COO/Board of Directors
Head of Technology and Product





Wetpaint is a technology platform company that uses its proprietary state-of-the-art technology and expertise in social media to build and monetize audiences for digital publishers. Wetpaint’s own online property, Wetpaint Entertainment, an entertainment news site that attracts more than 12 million unique visitors monthly and has over 2 million Facebook fans, is a proof point to the company’s success in building and engaging audiences. Media companies can license Wetpaint’s platform which includes a dynamic playbook tailored to their individual needs and comprehensive training. Founded by Internet pioneer Ben Elowitz, and with offices in New York and Seattle, Wetpaint is backed by Accel Partners, the investors behind Facebook.

Recent Milestones



Wetpaint screenshot
Above: Wetpaint Entertainment
Uploaded: 11/5/11


Wetpaint Social Distribution System

Tags media-platform, social-distribution, media-optimization, digital-media

The patent-pending Wetpaint Social Distribution System is based on analytical methods that provide an accurate, real-time, and continuously-updating picture of audience interests and responsiveness. The system enhances the relationship between publisher and audience by bringing real-time data to content-creation and programming — all by using the social web to both gather data about, and drive engagement of, the audience.

The Social Distribution System is made up of two primary components: the Social Experimentation Platform and the Social Playbook.

Social Experimentation Platform Wetpaint’s proprietary and scalable technology includes a dynamic A/B testing framework, prescriptive content programming guides, a real-time data warehouse and robust analytical tools to deliver best practices for social distribution. •A/B testing framework that allows for statistics-based testing of content merchandizing techniques and programs on relevant social channels. •Prescriptive content programming guides for social marketers that ensure every communication with the audience is not just to drive traffic, but also an opportunity to learn something about the audience. •Real-time data warehouse that combines impression, click, interaction, and conversion data from sources such as Google Analytics, Facebook, and Bitly to drive data-driven insights for the social program. •A set of best practices for social distribution that is integrated directly into the tools for social marketers. These tools offer just-in-time, contextually-relevant recommendations around best social merchandizing tactics for a particular piece of content. •A scalable and extensible system that allows for quick discovery of best practices for new audiences and social channels. •Testing plan, including areas for intense testing focus as well as current tests and a prioritized list of future tests.

Social Playbook Wetpaint captures all of its operational guidelines, methodology, dashboards, metrics, analyses, distribution targets and testing plans in a highly confidential (patent-pending) playbook. It contains the following: •A set of operational best practices across each area of social marketing activity from page set-up to advertising execution. •Documented methodology and procedures to enable decision-making across each niche target audience and interest segment. •Dashboards, metrics and analyses that guarantee consistent focus on social distribution goals. •Current distribution targets for each page which are displayed for everyone in the company to view and optimized daily based on real-time information.

Wikison Wetpaint
Launch DateJune 1, 2006
Tags wiki

Wikis on Wetpaint is a hosted wiki platform.

Wetpaint screenshot
Above: True Blood Fan Wiki
Uploaded: 10/1/10

Traffic Analytics






  1. Viggle Tries to Bulk Up Its Social TV Business by Buying Wetpaint ( [edit]
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Last Edited 12/16/13

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