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RSS feedsGuinness World Records has moved into social networking with the launch of an online community website.
As with other social networking sites, subscribers can create their own profile page, read and write blog entries and upload media.
The site is primarily aimed at world record enthusiasts, but users will be able to upload content on any subject.
Guinness World Records said that it is providing a place to gather and share new record attempts as they are submitted, rather than having to wait for the annual publication.
The community is powered by on-demand social media platform KickApps, and will allow current record holders to showcase their talents and help aspiring record breakers get discovered.
"Records and record-breaking feats make for extremely viral and entertaining content," said Alex Blum, chief executive at KickApps.
"As one of the world's most recognised brands, Guinness World Records will extend its reach and increase engagement with its audience through the new online community."
First published in 1955, the annual Guinness World Records book is published in more than 100 countries and 20 languages.
It is one of the biggest-selling books under copyright of all time with more than three million copies sold annually across the globe.
The Guinness World Records website already receives more than 11 million visitors a year.
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