ATLANTA: AT&T is using social media and partnerships with entertainment companies and artists to interact with a younger demographic. The latest of these partnerships, with rapper Lil' Wayne, saw the company introducing his latest single via social media.

"The youth segment is a really key segment, and we want to reach as much of that audience as possible," said Mark Nagel, director of music and video production for AT&T. "[Social media] is really the perfect match to reach ...