Startup Aims to Make Social Media Easier for Superstars WhoSay, an insider's social-media management tool, attracts millions in financing, even without a revenue model.

When Tom Hanks tweets or posts a photo on Facebook, chances are he's not using one of those social media management platforms built for the unwashed masses. Instead, celebs like Hanks, Steven Tyler and Sofia Vergara have been granted free access to the insider world of WhoSay, an easy-to-use management tool that integrates access to a variety of social media, including Facebook, Twitter, Tumblr and YouTube, allowing celebs to share their innermost thoughts with their fans--without having to put too much thought into the process.

The gatekeeper of this tony world is Steven Ellis, the founder of music licensing agency Pump Audio. Ellis says the Los Angeles-based Creative Artists Agency (CAA) came to him when it realized it needed a centralized way to harness the power of the social media content its clients were generating. In March 2010, the agency tapped him to design the platform and provided seed funding. WhoSay launched in September of that year with a steady stream of users referred by CAA. WhoSay also serves celebrities who are not affiliated with the agency, such as Kevin Bacon and Gwyneth Paltrow.

"We view media as valuable and our clients as capable of producing great media," Ellis says. "We try and make it possible for them to publish and broadcast optimally wherever and however they want."