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


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

  1. 1. Celebrities & twitter<br />Human Branding in the World of Social Media<br />By Meghan Ward<br />
  2. 2. Basics of Twitter<br />Created in 2006 by Jack Dorsey<br />Started as an internal services for podcasting company Odeo<br />Microblogging tool<br />Asks question “What are you doing”<br />Post and read messages called “Tweets”<br />Posts can be up to 140 characters<br />65 million tweets are posted daily<br />
  3. 3. What is in a Tweet?<br />
  4. 4. Why do celebrities use Social Media?<br />To further engage their fans in their life <br />They are their own brand, so they must market themselves <br />Our fascination with celebrities is now fed by knowing what they are thinking, where they are going, and even what they are eating<br /> The mystery is gone, but the market for celebrities is bigger than ever. (Think reality TV stars!)<br />
  5. 5. Why Twitter?<br />According to the NYTimes<br />“(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.”<br />“Facebook is like ‘Cheers,’ where everyone knows your name. Twitter is the hipster bar where you booze and schmooze people.”<br />
  6. 6. Why Twitter<br />Twitter is arguable the simplest social networking tool<br />Less personalized than Facebook<br />Bridges the gap between celebrities and fans without providing too much of a glimpse behind the curtain (unless the celebrity wants to do so)<br />Fans feel they know these celebrities<br />
  7. 7. Celebrity Twitter Websites?<br />http://www.youtube.com/watch?v=9pJapJ2l6HQ<br />http://celebtweeting.com/<br />Twitter Tracker gone after Conan vs. NBC<br />http://www.celebritytweet.com/<br />http://tweetmuseum.com/<br />
  8. 8. Who is on Twitter?<br />Everyone from the Dalai Lama to Miley Cyrus<br />Oprah helped Twitter gain 6 million extra followers in one month just by signing up<br />Top celebrities on Twitter include: Britney Spears, Ashton Kutcher, Ellen Degeneres, Lady Gaga, and Barack Obama<br />
  9. 9. Is it Genuine?<br />Ghost-Twitterers often write for celebrities<br />Example: 50 Cent<br />“He doesn’t actually use Twitter, but the energy of it is all him.” <br />Politicians Barack Obama and Ron Paul have teams of people who run their Twitters<br />Britney Spears recently advertised for help with her Twitter<br />
  10. 10. Are Ghost-Twitterers Okay?<br /> “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)<br />
  11. 11. When Ghost-Twitterers Are Okay<br />SOMETIMES makes sense for celebrities that are promoting a specific brand<br />For politicians it is an informative and organizational tool rather than a glimpse behind the curtain<br />Could save a celebrity from a Sarah Palin “refudiate” moment<br />
  12. 12. A Look At Popular Celebrity Twitter Accounts<br />How is this person marketing himself/herself?<br />Are they providing a glimpse into their life?<br />Are the Tweets personalized?<br />Does it seem strictly business or is there play?<br />How many followers do they have?<br />
  13. 13. We know this is a ghost writer<br />She is clearly made a brand and it is marketed<br />Repeatedly uses “Ya’ll” <br />Promotes her fragrance, songs, a magazine she is in, etc. <br />Signs all of her Tweets “-Brit”<br />Mostly business but disguised as play<br />Provides slight glimpse at her life with Tweets like:<br />Watching @GleeOnFox. What are you guys up to tonight? –Britney<br />Has 5,455,204 followers<br />http://twitter.com/britneyspears<br />
  14. 14. Her Tweets market her brand of promiscuity and individuality Ex:<br /> Gaga does Dallas. Calling all Dallas gays! Are their any inappropriate Western stores where I may find some unacceptable day wear? xMother<br />She Tweets about her concerts, her fans, charities she believes in, etc.<br />Only gives slight glimpse into her personal life<br />Uses to promote herself (particularly her concert) and to express her opinions<br />Has 5,234,193 followers<br />http://twitter.com/ladygaga<br />
  15. 15. The modern “Fireside Chats”<br />Includes advice for Americans, a careful glimpse into the president’s life, updates on political situations, and statements of promise and “hope”<br /> 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.<br />Used less as a marketing tool and more as an informative tool<br />All Tweets remain strictly business<br />(or strictly politics)<br />Tweets are not very personal <br />Has 4,708,476 followers<br />http://twitter.com/BarackObama<br />
  16. 16. Tweets promote her as a down-home, blue collar, USA chanting, extremist conservative, which is her brand image<br />None of her tweets are glimpses into her life<br />All Tweets express her political opinions. Ex:<br />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?<br />Attempts to remain strictly business, but has humor in her Tweets<br />Tweets are not personalized but they appear to be written by her<br />http://twitter.com/SarahPalinUSA<br />
  17. 17. He is not clearly marketing himself, or even branding himself, he is just being himself<br />Posts his thoughts, funny pictures, and what he is doing at the moment<br />His strategy is working because it is extremely personalized; followers feel they know him<br />I've seen cracked screens but this is another level. Still works! http://yfrog.com/mr9uuj<br />Appears to be strictly play<br />Has 5,365,811 followers<br />http://twitter.com/aplusk<br />
  18. 18. We are aware that this is a Ghost-Twitterer<br />This is promoting him and the things he is attending, but a voice or a “brand” seems a bit lost<br />It is strictly business, but seems like a bit of play<br /> RT @TonyYayo: Real soccer fans will know! Was chillin with Ronaldinho last night at the show in Rio!! http://twitpic.com/26ipe0<br />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<br />Has 2,831,602 followers<br />http://twitter.com/50cent<br />
  19. 19. In Conclusion…<br />Celebrities no longer have to call People Magazine to get publicity<br />Self branding has grown as celebrities market themselves via social media<br />Twitter has exploded as celebrities have taken over<br />The mystery is gone but the fascination will never die!<br />
  20. 20. References<br />News:<br />http://topics.nytimes.com/top/news/business/companies/twitter/index.html?scp=2&sq=celebrities%20on%20twitter&st=cse<br />http://www.nytimes.com/2009/03/27/technology/internet/27twitter.html<br />http://www.nytimes.com/2009/04/18/technology/internet/18oprah.html?scp=1&sq=oprah%20on%20twitter&st=Search<br />http://bits.blogs.nytimes.com/2009/02/23/twittering-celebrities-take-fans-backstage-in-their-lives/?scp=1&sq=twitter%20celebrities&st=Search<br />Blogs:<br />http://www.blogs.com/topten/top-10-celebrities-on-twitter/<br />http://www.thecelebrityblog.com/<br />http://www.celebritytweet.com/<br />http://www.celebtweets.com<br />http://www.tweetmuseum.com<br />Twitter: <br />Previously mentioned! (Celebrity Twitter accounts)<br />Literature<br />Twitter Power 2.0- How to Dominate your Market One Tweet at a Time by Joel Comm 2010<br />
  21. 21. A Little Something Extra…<br />http://www.youtube.com/watch?v=KHAZt-Exuaw<br />