This document discusses how social media has shifted power dynamics between celebrities and the media. It notes that traditionally, the media set the celebrity news agenda but with social media, celebrities now have direct access to audiences. Social media allows celebrities to build their brand and symbolic capital directly with fans and earn money without intermediaries. It also notes celebrities can now address fans, share exclusive content and gauge impact to leverage in advertising deals. The document advises celebrities to focus on positive, authentic content to build fan loyalty and goodwill to overcome any negative feedback online.

1. When Social Media Meets
Celebrity

2. In the days before social media
arrived, the local celebrity news
agenda in Kenya was created
every Friday in editorial offices,
with just a little persuasion
from influential owners and
wannabe be socialites.

3. The two Cs…

4. Celebrities
Wikipedia: a celebrity is a person who is
famously
recognized in a society or culture […], someone
who gets
media attention […] or is highly exposed in
media by the
nature of his profession.

5. Celebrities
Wikipedia: a celebrity is a person who is
famously
recognized in a society or culture […], someone
who gets
media attention […] or is highly exposed in
media by the
nature of his profession

6. Mass media presence is the identifying feature and
main characteristic of a celebrity!!

7. Capital
When the focus of mass media is on a celebrity ,
audience attention for celebrities generates
capital.
Symbolic capital – attention,
Economic capital - money
awareness, image

8. Symbolic capital can be converted into economic capital – Positively and
Negatively
Symbolic capital is like an interest on a celebrity‘s business.
Positive symbolic capital increases value Negative symbolic capital decreases value

11. Social Media is the only form of Mass media that
celebrities have full access to that can help them earn
CAPITAL.
Raking in a cool $108 million over the past
two years. …
Source: Forbes Magazine- Justin Bieber On The Business Of Social Media

12. Social media shifts power to celebrities.
›Celebrities can connect directly with audiences
›Celebrities get a bigger share in defining reality
›Celebrities have their symbolic capital more in their own hands

13. How celebrities really benefit from
social media.

14. Mass media has limited space
›Not every celebrity news /voice would
make it to mass media anyway
Use your space to show your fans
what you are all about…

15. Celebrities can take influence on their
symbolic capital
›Addressing their fans directly
›Offering info that can also be picked up
by mass media

17. Celebrities can turn their symbolic capital
into
business directly with their fans.
Fans= willing customers.

18. >Celebrities can prove their impact via
social media and
can capitalize on that in their advertising
contracts.
>Or can even make direct business with
fans
and no other party involved in the value
chain

19. Dealing With Negative Feedback on
Social Media…

20. Identify the Type of Feedback

21. Straight Problems – Someone has an issue with your
music/performances and has laid out exactly what went wrong. This type of
feedback is negative in the sense that it paints you as an artiste in poor light , but it
can be helpful in exposing real problems that need to be dealt with.

22. Merited Attack – While the attack itself may not be merited, the
issue that catalyzed it does have merit in this type of negative feedback.
"Face numb im whippin the lambo. Tipsy as fuck. Just
left the @livmiami Im fucked up!!! Ohhhh damn. Y i
drive the Lambo Chris might have to drive after next
spot,"
If you put out negative stuff out there most definitely your audience (fans, haters, media)
will hit back.

23. Trolling/Spam – The difference between trolling and a merited
attack are that trolls have no valid reason for being angry at you. Also in this
category are spammers, who will use a negative comment about you (whether
true or not) to promote a competitor.
Death threats …nasty posts…just from one innocent post

24. In the End…
Get the people to love you by
pumping out positive content
about who you are and what you
are passionate about. “Reward”
them with exclusive music related
content.
That translates into symbolic
capital which will help you earn
economic capital.

25. Don’t take it personal…