Jayar Donlan

You might not think wrestling fans would be into social media, but WWE’s 5 million-plus Twitter followers would prove you wrong. So would its nearly 35,000 Pinterest followers. Donlan’s knowledge of how viewers use social media is key in planning these and other digital offerings. “At WWE our KPI is smiles on faces,” he says. “At the risk of oversimplifying, how many people did we reach and how much did they enjoy it? On the digital side, we don’t have a tool to measure smiles, but engagement, time spent and sentiment serve as a solid proxy.”