Aiming to provide an official, central repository for news and behind-the-scenes information about its theme parks, Disney yesterday announced the launch of its new blog.

Unsurprisingly, Disney is a hot topic online, attracting attention on a huge range of unofficial blogs, forums and other sites, and the company wants to advance its official voice and further protect its brand.

Positive noises came from Leanne Jakubowski, director of social media for Walt Disney World, who suggested that Disney wants to be an active participant in the conversations its fans are having online. [Read more…]