Vivi Zigler won three Emmys last year for web content relating to NBC shows.
"It's a little scary for a company to put things out on the interweb, as we jokingly use Tracy Morgan's word from 30 Rock, and see what happens when you lose a little control. Big media companies are becoming more comfortable in understanding the medium, but that's an area that still gets a lot of conversation."
But, she adds, "Once you start to put it out, you get it back tenfold. People appreciate it when you honor their experiences. On Facebook, you're, in essence, broadcasting back to your friends what you've just done somewhere else, so that's a fun social event."
Click here to read the conversation about building online communities around your content between Zigler and Babble Media Cofounder and General Manager Rufus Griscom, No. 88 on our Most Creative People list.