January 28, 2015
/ by John Hayes
I was recently invited to speak at an event hosted by a UK-based talent agency. They were keen to learn how they and their celebrity clients could maximize their exposure via social media.
Celebrity culture is of course completely ingrained with social media. It could be argued that many celebrities understood the benefits of social media sites like Twitter and Instagram long before many of us mere mortals.
In fact it was recently suggested to me that without celebrity endorsement of social media, it would have never have become such a powerful and potential lucrative tool. As someone who earns his living from social media, perhaps I have a lot to thank the world of celebrity for.
In my opinion “Celebrity” is just another word for businessperson and like many high profile businesspeople, celebrities use social media to raise their profile, generate interest and win paid work. It’s called show business for a reason.
In a world heavily influenced by popular culture, celebrities are often called on to endorse products or services via social media. This brought about an interesting question: How much a tweet was worth?
This is a a difficult question to answer.
A high profile individual with many, highly engaged followers might be able to influence their followers to make a purchase but only if that product or service they are promoting fits the needs and desired of their audience.
However, a misguided promotion will do more to damage a celebrity’s reputation than drive any sales. In an industry which can at best be described as fickle, poor endorsements might reduce actually earning potential.
Could the wrong tweet actually cost you your career?
My advice was to pick and choose endorsements carefully and not chase every penny or cent offered.
Social media success is often all about delivering a credible, authentic message. Anything less, and you risk tarnishing your personal brand and losing fans.
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