The Money Side of Celebrity Social Media

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Photo Courtesy of Freepik

By Samuel Boyd

Does that little blue (or black in the above picture) verification symbol right next to someone’s account name really carry that much weight anymore? It doesn’t say, “This is me tweeting.” All it says is, “This Twitter account is my property.”

Over the last couple of years, we have seen the idea of celebrities using their social media to connect with fans dwindle. Instead, many celebrities use social media as advertising tools instead. By the day, less and less celebrities are posting about what they are doing and more accounts are only existent to promote their latest album or film or show.

Now a lot of the time, we will see a “#ad” next to any sort of advertisement post on a celebrity’s profile. Kind of like a cheeky way of the social media team to let fans know that every interaction is another dollar in their pocket, more or less.

It all almost leads to the question: Is there a right way to use social media if you have that level of fame? Is interaction as necessary when a loyal fan-base has already been established?

And based on what we can see from stars like Selena Gomez to athletes like Dak Prescott, the answer to both of those questions is no.

So, briefly, why is that? As stated earlier, many celebrities are not at the keys of their accounts. It would be almost too immoral for Selena Gomez’s social media consultant to masquerade with fans as if he or she was Gomez. The backlash of something like that happening could ruin careers.

And why is there no correct way for celebrities to use social media? Because being a celebrity can change based on the reason you’re famous. An athlete doesn’t have to abide by the same unwritten social media “rules” as a pop singer. For some parties, social media is a way to gain more fans (in turn, more money). For others, it’s a way to make more money by hawking product.

As this article says, from a business standpoint, companies could take notes from celebrity accounts.

So at the end of the day, the only conclusion I can make is that the little blue verification symbol next to those names doesn’t mean that I’m going to see their personal thoughts; Just what’s the smartest thing to type for their wallets.

 

 

References:

Duboff, Josh. (2016). Retrieved from http://www.vanityfair.com/style/2016/09/celebrity-social-media-accounts

Seetharaman, Deepa. (2015). Retrieved from https://www.wsj.com/articles/what-celebrities-can-teach-companies-about-social-media-1444788220

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism