June 21, 2013
Should Celebrities Tweet By Themselves?
Follow the Celebrity
In the early days of Twitter, it seemed all about Celebrities because we could see and feel everything that they are doing all day long. Ashton Kutcher famously became the first Twitter user to reach one million followers, and has always been a staunch advocate of the popular social networking site. It was fun to get really close to them and almost be a part of their lives. You get to hear their views, know exactly what they are doing and even interact here and there. It was your one chance to get up close with a celebrity. But now a few years later, and we are seeing the constant horror stories of celebrities saying way too much. Even Ashton Kutcher has stopped tweeting, handing over the reigns to his management team.
Celebrities Who Tweet
If you’re a celebrity, there’s only two reasons you’d tweet.
- The Arrogant Celeb: You have a ton of opinions that you want to share and either a) you think that people care what you think or b) you don’t care what people think of you.
- The Branded Celeb: You want to get emotionally connected to your fans and you hope that their support helps drive your record, movie or political sales.
We see so many cases of the arrogant celebrity sending out a tweet they shouldn’t have.
- We had Kobe Bryant, who was injured this year, started live tweeting during playoff game, critiquing players and coaches. Kobe also went on twitter to take a cheap shot at his mom.
- Justin Bieber who was visiting a museum of Anne Frank in France wrote in the guest book and then tweeted “Truly inspiring to be able to come here. Anne was a great girl. Hopefully she would have been a belieber”. He’s also been known to go on a few twitter rants.
- Brett Lawrie, the third baseman of the Toronto Blue Jays, who was batting under .200 (the Mendoza line) took the twitter airwaves and starting taking on fans. You have your right to do that, but what he started to do was to make fun of their own jobs saying “go back to working at McDonald’s”. Not realizing he was insulting those fans that do have tough jobs, and those sponsors that do support the game.
- And of course, then there is Amanda Bynes who is a train-wreck that missed the Britney Spears meltdown and Lindsay Lohan story should not be allowed near a computer.
Let the PR pros handle it
Even Ashton Kutcher has switched to let his PR firm handle his tweets. Kutcher did a very quick tweet following the firing of Joe Paterno. But Kutcher didn’t know the background. Yet, he was still burned by his tweet for the next few days before he conceded the reigns on the computer.
One celebrity who has made a significant come back is Tiger Woods. Having had 15 years of a crystal clean image, his twitter definitely looks well-managed with no room for error.
The Branded Celebrity
Like anyone, I’ve followed a few but started eliminating them one-by-one and at this point I only have one celebrity that I follow: Bubba Watson. Last year after a bad first round 79 when he tweeted “this is a very hard game” and in the fourth round he tweeted “Thinking about withdrawing from US Open cause I want to watch Tiger & Phil on tv”. Those are pretty harmless, self-deprecating humor that will make us like him more.
If we look at the rules of branding and apply them to the celebrity brand, we would follow that the more connectivity and love that a celebrity can generate for their own brand, the more power they can command in the marketplace and drive added earnings for themselves. How do we think Oprah became a billionaire? She gets this like no other.
A celebrity brand has to be based on an idea that’s worth loving. For Oprah, she’s always been the average woman facing average problems like the rest of us. It is the idea that connects the celebrity brand with consumers. And under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise the celebrity keeps projecting, the strategic choices you make, the brand’s ability to tell their story, the freshness of the celebrity’s product and the overall experience and impressions it leaves with you. Celebrity brands need to tell their brand story through earned media either in the mainstream press or through social media like Twitter and Facebook. The best of Celebrity Brands use each of these media choices to connect with consumers and have a bit of magic to their work.
And if we like them more, they makes more money. That’s the point right, from the celebrity brand view: MAKE MORE MONEY!
Let the Pros Handle Your Twitter
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About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand. I only do two things: 1) Make Brands Better or 2) Make Brand Leaders Better. I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth. And I love to make Brand Leaders better by sharing my knowledge. I’m a marketer at heart, who loves everything about brands. My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.