Early on, Morphist focuses on the “infrastructure” of an artist’s social media presence. Sometimes there are multiple accounts that must be merged, such as the “Tierney Sutton Music” and “Tierney Sutton Band” pages. We work hard to migrate fans toward professional business pages, away from less effective personal profiles. Custom header art is always produced, once or more often. We approach “About” pages like small websites, including development of the “Story” section. All of this took place during the ScreenPlay project, helping drive a +40% increase in Tierney’s Facebook following.