Go behind the scenes to discover how a Hollywood celebrity uses millions of “likes” each month to promote his career and build it into something of value to other companies in this video from FRONTLINE: Generation Like. Ian Somerhalder is the star of the television series, The Vampire Diaries. Working with Oliver Luckett, head of the social media content publisher theAudience, Somerhalder reaches millions of people a month through content posted on channels like Facebook. Analyzing online activity, Luckett can tell how many people Somerhalder reaches every time he posts new content. He also can tell what kinds of products or brands Somerhalder’s followers like. This resource is part of the FRONTLINE Collection.