Amazon.com is among the backers participating in a $12 million financing round for WhoSay, an online service that helps musicians, athletes and other celebrities better manage their Facebook, Twitter and Tumblr accounts.

Comcast Ventures led the round with existing investors Greylock Partners, Amazon and High Peaks Ventures also participating. Comcast Ventures’ Sam Landman calls WhoSay the leading content management platform for the world’s most influential personalities.

“By helping high profile talent efficiently and safely connect with fans through both social and mainstream media, WhoSay has built a unique and valuable asset,” said Landman. “We see the ability for WhoSay members to connect directly with fans through social media as an important trend that will positively impact traditional media careers and will ultimately allow them to participate in the value they help create for online businesses as well.”

PaidContent calls WhoSay “Instagram for the stars,” while PandoDaily dubs it a “HootSuite for the stars.” PandoDaily also suggests that there could be strong connections that could be made between Amazon.com’s IMDb and the stars who use WhoSay.

About 1,000 celebrities are currently using the WhoSay service, with a reach of more than one billion social connections on Twitter, Facebook and other sites. What’s next? The New York company is looking to expand internationally in part through its partnership with Tencent, the Chinese social networking site

Earlier this year, WhoSay inked an advertising deal with Viacom.

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