2009 Top 21 Social Media Superstars: Scott Smith, Director of Content, Playboy.com
His brand may be deeply embedded in the culture, but Scott Smith revels in looking at it from a fresh vantage point. “I approach the work we do online with a start-up mentality, which fosters great ideas and innovative  solutions,” he says. Smith credits Playboy.com’s extensive redesign to be his proudest achievement this year. “It allows us to better showcase a plethora of original content and video and provide a larger palette from which to create.” Smith, who in a prior life did time as a social worker on a crisis hotline for runaway youths and their families, says Playboy gives him the latitude to experiment in social media and use it in the way it was intended—to have a conversation with consumers about the brand and expand awareness of it. So far, Smith’s efforts have kept Playboy from showing its age online.
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