Celebrities & Twitter: Human Branding in the World of Social Media
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Celebrities & Twitter: Human Branding in the World of Social Media






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Celebrities & Twitter: Human Branding in the World of Social Media Celebrities & Twitter: Human Branding in the World of Social Media Presentation Transcript

  • Celebrities & twitter
    Human Branding in the World of Social Media
    By Meghan Ward
  • Basics of Twitter
    Created in 2006 by Jack Dorsey
    Started as an internal services for podcasting company Odeo
    Microblogging tool
    Asks question “What are you doing”
    Post and read messages called “Tweets”
    Posts can be up to 140 characters
    65 million tweets are posted daily
  • What is in a Tweet?
    View slide
  • Why do celebrities use Social Media?
    To further engage their fans in their life
    They are their own brand, so they must market themselves
    Our fascination with celebrities is now fed by knowing what they are thinking, where they are going, and even what they are eating
    The mystery is gone, but the market for celebrities is bigger than ever. (Think reality TV stars!)
    View slide
  • Why Twitter?
    According to the NYTimes
    “(Twitter) promises a level of intimacy never before approached online, as well as giving the public the ability to speak directly to people and institutions once comfortably on a pedestal.”
    “Facebook is like ‘Cheers,’ where everyone knows your name. Twitter is the hipster bar where you booze and schmooze people.”
  • Why Twitter
    Twitter is arguable the simplest social networking tool
    Less personalized than Facebook
    Bridges the gap between celebrities and fans without providing too much of a glimpse behind the curtain (unless the celebrity wants to do so)
    Fans feel they know these celebrities
  • Celebrity Twitter Websites?
    Twitter Tracker gone after Conan vs. NBC
  • Who is on Twitter?
    Everyone from the Dalai Lama to Miley Cyrus
    Oprah helped Twitter gain 6 million extra followers in one month just by signing up
    Top celebrities on Twitter include: Britney Spears, Ashton Kutcher, Ellen Degeneres, Lady Gaga, and Barack Obama
  • Is it Genuine?
    Ghost-Twitterers often write for celebrities
    Example: 50 Cent
    “He doesn’t actually use Twitter, but the energy of it is all him.”
    Politicians Barack Obama and Ron Paul have teams of people who run their Twitters
    Britney Spears recently advertised for help with her Twitter
  • Are Ghost-Twitterers Okay?
    “It’s O.K. to tweet for a brand, but not O.K. for a celebrity. But the truth is, they are a brand. What they are to the public is not always what they are behind the curtain. If the manager knows that better than the star, then they should do it.” (NYTimes)
  • When Ghost-Twitterers Are Okay
    SOMETIMES makes sense for celebrities that are promoting a specific brand
    For politicians it is an informative and organizational tool rather than a glimpse behind the curtain
    Could save a celebrity from a Sarah Palin “refudiate” moment
  • A Look At Popular Celebrity Twitter Accounts
    How is this person marketing himself/herself?
    Are they providing a glimpse into their life?
    Are the Tweets personalized?
    Does it seem strictly business or is there play?
    How many followers do they have?
  • We know this is a ghost writer
    She is clearly made a brand and it is marketed
    Repeatedly uses “Ya’ll”
    Promotes her fragrance, songs, a magazine she is in, etc.
    Signs all of her Tweets “-Brit”
    Mostly business but disguised as play
    Provides slight glimpse at her life with Tweets like:
    Watching @GleeOnFox. What are you guys up to tonight? –Britney
    Has 5,455,204 followers
  • Her Tweets market her brand of promiscuity and individuality Ex:
    Gaga does Dallas. Calling all Dallas gays! Are their any inappropriate Western stores where I may find some unacceptable day wear? xMother
    She Tweets about her concerts, her fans, charities she believes in, etc.
    Only gives slight glimpse into her personal life
    Uses to promote herself (particularly her concert) and to express her opinions
    Has 5,234,193 followers
  • The modern “Fireside Chats”
    Includes advice for Americans, a careful glimpse into the president’s life, updates on political situations, and statements of promise and “hope”
    As a presidential candidate, I pledged to bring the Iraq war to a responsible end. That's exactly what we're doing—as promised, on schedule.
    Used less as a marketing tool and more as an informative tool
    All Tweets remain strictly business
    (or strictly politics)
    Tweets are not very personal
    Has 4,708,476 followers
  • Tweets promote her as a down-home, blue collar, USA chanting, extremist conservative, which is her brand image
    None of her tweets are glimpses into her life
    All Tweets express her political opinions. Ex:
    President w/no time to visit porous US/Mexican border to offer help to those risking life to secure us,butlotso' time to chat on The View?
    Attempts to remain strictly business, but has humor in her Tweets
    Tweets are not personalized but they appear to be written by her
  • He is not clearly marketing himself, or even branding himself, he is just being himself
    Posts his thoughts, funny pictures, and what he is doing at the moment
    His strategy is working because it is extremely personalized; followers feel they know him
    I've seen cracked screens but this is another level. Still works! http://yfrog.com/mr9uuj
    Appears to be strictly play
    Has 5,365,811 followers
  • We are aware that this is a Ghost-Twitterer
    This is promoting him and the things he is attending, but a voice or a “brand” seems a bit lost
    It is strictly business, but seems like a bit of play
    RT @TonyYayo: Real soccer fans will know! Was chillin with Ronaldinho last night at the show in Rio!! http://twitpic.com/26ipe0
    The only glimpse into his life we get is about the celebrity events he goes to, and that he is a registered bone marrow donator
    Has 2,831,602 followers
  • In Conclusion…
    Celebrities no longer have to call People Magazine to get publicity
    Self branding has grown as celebrities market themselves via social media
    Twitter has exploded as celebrities have taken over
    The mystery is gone but the fascination will never die!
  • References
    Previously mentioned! (Celebrity Twitter accounts)
    Twitter Power 2.0- How to Dominate your Market One Tweet at a Time by Joel Comm 2010
  • A Little Something Extra…