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 service for podcasting company Odeo

Microblogging tool

Asks question “What are you doing”

Write and read messages called “Tweets”

Posts can be up to 140 characters

65 million tweets are posted daily

What is in a Tweet?

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!)

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 arguably 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?

http://www.youtube.com/watch?v=9pJapJ2l6HQ

http://celebtweeting.com/

Twitter Tracker gone after Conan vs. NBC

http://www.celebritytweet.com/

http://tweetmuseum.com/

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 it 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 has clearly made a brand of herself 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 http://twitter.com/britneyspears

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 Twitter to promote herself (particularly her

concert) and to express her opinions Has 5,234,193 followers http://twitter.com/ladygaga

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 http://twitter.com/BarackObama

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

http://twitter.com/SarahPalinUSA

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

http://twitter.com/aplusk

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 playRT @TonyYayo: Real soccer fans will know! Was chillinwith 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 donor

Has 2,831,602 followers

http://twitter.com/50cent

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

News:

http://topics.nytimes.com/top/news/business/companies/twitter/index.html?scp=2&sq=celebrities%20on%20twitter&st=cse

http://www.nytimes.com/2009/03/27/technology/internet/27twitter.html

http://www.nytimes.com/2009/04/18/technology/internet/18oprah.html?scp=1&sq=oprah%20on%20twitter&st=Search

http://bits.blogs.nytimes.com/2009/02/23/twittering-celebrities-take-fans-backstage-in-their-lives/?scp=1&sq=twitter%20celebrities&st=Search

Blogs:

http://www.blogs.com/topten/top-10-celebrities-on-twitter/

http://www.thecelebrityblog.com/

http://www.celebritytweet.com/

http://www.celebtweets.com

http://www.tweetmuseum.com

Twitter:

Previously mentioned! (Celebrity Twitter accounts)

Literature

Twitter Power 2.0- How to Dominate your Market One Tweet at a Time by Joel Comm 2010

A Little Something Extra…

http://www.youtube.com/watch?v=KHAZt-Exuaw