Comcast’s corporate venturing unit has led reputation management business WhoSay in a $12m financing.

Comcast Ventures was joined in the C round by US-based online retailer Amazon, China-based online company Tencent and venture firms Greylock Partners and High Peaks Ventures. WhoSay rovides public figures with a platform to manage their social networking while giving fans an officially sanctioned base to access that content.

Sam Landman, partner at Comcast Ventures, said: “WhoSay has become the leading content management platform for the world’s most influential personalities. By helping high profile talent efficiently and safely connect with fans through both social and mainstream media, WhoSay has built a unique and valuable asset. We see the ability for WhoSay members to connect directly with fans through social media as an important trend that will positively impact traditional media careers and will ultimately allow them to participate in the value they help create for online…

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