Santa Monica-based Demand Media, the online publishing firm, said today that it has made a "major extension" of its Pluck software. Pluck helps brands manage their online communities. Demand Media said its Pluck platform now includes 14 pre-built social applications, including forumes, ratings, polls, reviews, blog applications, galleries, contests, and more. The firm also said the platform has "Pluck Engines" to provide widgets to boost participation and features to its platform. Companies using Demand's software include AARP, Kraft, NFL, NPR, Target, USA Today and Whole Foods.