When it comes to making it big in Hollywood, you’re typically only as good as your last hit. But for many celebrities, social media has provided a way to stay in the spotlight between gigs. And for some, success on social media channels has made them more famous than their box office mojo ever did.

These five film and TV stars have found ways to use social media to extend their reach and relevance, and exponentially multiply their 15 minutes of fame.

George Takei

Takei first appeared as Star Trek’s Lieutenant Sulu in 1965, and last portrayed the character (not counting specials or video games) in 1991’s Star Trek VI: The Undiscovered Country. Those films were released 49 and 23 years ago respectively, so it’s a remarkable feat that Takei remains in the public consciousness in 2014, and his use of social media is a big part of that. The actor has over a million followers on Twitter and over six million Facebook fans, and repeatedly makes headlines with his posts, which are infused with equal parts humour and intelligence. A fierce supporter of gay rights, Takei can always be counted on for biting commentary that is delivered with tongue planted firmly in cheek.

Takei has penned two Internet-inspired novels Lions and Tigers and Bears (The Internet Strikes Back) (Life, the Internet and Everything) and Oh Myyy! (There Goes The Internet) (Life, the Internet and Everything). Look past his roots as a genre character (and his love of parentheses) and you’ll find a man who is keenly aware of what does and does not work on the Internet.

Marketing Takeaway: Be prolific, funny and relevant

Kevin Smith

Love him or hate him, Smith was one of the first major Hollywood players to embrace and tap into the power of the web. If you’ve seen his movies, you’ll know to expect plenty of toilet humour, but if you can look past the juvenile jokes you’ll see a director with a major interest in interacting with his fans.

In early 2007, Smith and pal Scot Mosier created the Smodcast podcast that was so successful it evolved into a network of pods. Besides his films, Smith has stayed in the news with many social media-related stories, including a public spat with SouthWest Airlines and calling out fans making misogynistic statements. You’ll always know exactly what’s on Smith’s mind – a refreshing change of pace for a Hollywood director.

Marketing Takeaway: Speak your truth

Lena Dunham

Lena Dunham is arguably one of the most divisive Hollywood figures on social media. The Girls creator and star might not be the voice of a generation, but she is the poster girl for a new generation of filmmakers who have to directly respond to critics and fans.

And she does. Whether it’s out of obligation or love, Dunham is an avid Tweeter who often engages in interesting and meaningful conversation about her work, life under the spotlight or the topic de jour. And she must be doing something right, as she live-tweeted an interview at Twitter HQ this past Valentine’s Day during which the company presented her with a single red rose.

Marketing Takeaway: Be meaningful

Brad Bird

It’s refreshing to follow director Brad Bird, because he seems like a normal guy who just wants to share what he thinks is interesting, whether that’s an amusing moment from everyday life, an article about climate change deniers or a witty remark from someone in the business.

If you forget for a moment that it’s an A-list director ( The Incredibles , Mission: Impossible – Ghost Protocol), it’s easy see Bird as an affable friend who always has an interesting suggestion. And while there are the inevitable posts about films he’s working on, they feel like authentic shares he thinks fans will find interesting rather than just promotional fluff.

Marketing Takeaway: Use the 80/20 rule of self-promotion

Chaz Ebert

Since the death of her husband, film critic Roger Ebert, Chaz Ebert has not only continued to tweet from her personal account, she has also continued to post from his Twitter handle, a gesture that is both moving and appropriate. She may not be the heavyweight critic her husband was, but Ebert continues to champion the fields her husband so obviously loved: film and film critique.

By posting from the account and regularly showcasing new critics on RogerEbert.com, she keeps her husband’s spirit alive while also giving way to a new generation of film lovers and critics.

Marketing Takeaway: Keep valuable legacies alive

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