What Do Celebrities Promote through Social Media?

Celebrities and media have always had a love-hate relationship. Since 2004, there have been various social media sites that have become the channel where social and friendship circles have flourished (Marshall, 430). Facebook has made connections to all demographic groups and Twitter has made a different type of connection through short messaging and linking to other sites, becoming much more mobile (Marshall, 430). These social networking sites are a form of media and communication (Marshall, 430). Self-production is at the very core of celebrity activity (Marshall, 430). How one presents themselves online now is very important.

            Performance is a critical part to a celebrities’ identity and reputation. How they perform, depending on what type of artist they are, is what gets watched every day.  Celebrities have to make their real life image on-line so fans can connect with them. Many celebrities go on Facebook and Twitter to reveal parts of their private life and professional life. These celebrities realize they have to put on a certain performance when they make these online profiles, they have to make sure they are appealing to the fans. Once fans see celebrities who are sharing more intimate parts of their lives they will gain more respect for these celebrities and become loyal followers. Most celebrities realize they need to be smart about how they portray themselves in the on-line world. Do you think most celebrities represent themselves well on social media or do they need to work on their online image?

            Famous people mention fans on Twitter to perform connection and availability, give back to loyal followers and manage their popularity (Marwick, 145). Fans gravitate towards stars that are authentic (Markovitz, 1). Why do you think this is so important? Once celebrities gain the fans trust then they know they can rely on the fans for support when they need to promote himself or herself or a special cause.

            Alice Marwick and Danah Boyd discuss in “Celebrity Practice on Twitter”, that independent self-promotion is not done by real superstars (155). They said the ones who turn to social media to create and maintain a fan base are up-and-coming bands, fans organizing renewal campaigns for TV programs, and publishing houses urging authors to reach out (Marwick, 155). I don’t know if I agree with them completely but I do agree that musicians seem to dominate on social media. In the article I  found, "A Look at How Celebrities Are Using Social Media”, it talked about how social media has opened a gateway for music lovers and bands. The top celebrity list in social media is ruled by singers (1). Social media has given smaller bands a larger potential audience than they would have had, as well as given well-known bands more control over their music and content (1).

            I found it very interesting that musicians and TV stars are much more likely to self promote then movie actors (Markovitz, 1). Apparently this is because often movie actors are bound to secrecy by a contract, which makes perfect sense. Markovitz also said movie actors don’t like to post too much about their work because they don’t want to be known for just that one role, which again makes complete sense, because as an actor you would like to be playing multiple roles and various parts. Tom Hanks, is however one actor that does have a Twitter and he stated, “ I am more active when I have something to promote” (Markovitz, 1). This is a great example that shows celebrities use social media for self-promotion.

            Another reason why celebrities are on social media is to promote social causes to their audience. Celebrities who are passionate about their cause are often highly successful in spreading awareness. I personally think this is a positive way for celebrities to take advantage of their fame. Their high status will allow their voices to be heard over ordinary people. The New York Times published an article this month that was specifically about celebrities helping Unicef. The Unicef Tap Project is using social media to raise funds for clean water for children worldwide. Once celebrities started to join the cause, the campaign began expanding quite rapidly. This year’s campaign, which only started last week, will be heavily promoted through March until the end of April.

            The numerous celebrities who are promoting this campaign are; Unicef ambassadors, Angie Harmon, Alyssa Milano and Marcus Samuelsson, as well as Heidi Klum, Nas, Judd Apatow, Kristen Bell, Jeff Bridges, Common, Kat Graham, Bridgit Mendler, Seth Rogen, Emmy Rossum, Kevin Spacey, Sting and Kate Walsh all are starting their own water networks or posting on Twitter about the campaign (Levere). Their efforts will be visible on the campaign’s Facebook page through a graphic that illustrates the web of their activity; these also will be promoted on the celebrities’ own Facebook pages or Twitter feeds (Levere). Caryl Stern, president and chief executive of the U.S. Fund for Unicef, said “each celebrity will open up a tap on his or her social media site and encourage friends, followers and fans to keep the water flowing by making a $5 contribution” (Levere). Celebrities are so important for this campaign because they have an influence over millions of followers and friends on their social media sites.

            Social media has allowed celebrities to promote not only their movies, music, books, and TV shows but also their social causes. Platforms such as Facebook and Twitter are a great way to reach out to as many people as possible. These platforms are the best way for celebrities to self promote and promote their causes. I think many celebrities realize how powerful social media and the followers are to the success of their careers. I feel celebrities will continue to use these platforms where most of their fans are or bring fans to their own websites where they can form a whole new idea of social interaction.

Works Cited

"A Look at How Celebrities Are Using Social Media." NextBigWhat.com. N.p., 2012. Web. 30 Mar. 2013. <http://www.nextbigwhat.com/how-celebrities-are-using-social-media-297/>.

Levere, Jane. "Celebrities Help Unicef Turn On "Taps" for Clean Water." NYT.com. New York Times, 11 Mar. 2013. Web. <http://www.nytimes.com/2013/03/11/business/media/celebrities-help-unicef-turn-on-taps-for-clean-water.html?_r=0>.

Markovitz, Adam. "Hollywood's Twitter Jitters." EW.com. N.p., 07 Dec. 2012. Web. 30 Mar. 2013. <http://www.ew.com/ew/article/0,,20471622_20654357,00.html>.

Marshall, David P., “The Promotion and Presentation of Self: Celebrity as Marker of Presentational Media,” in The Media Studies Reader, Laurie Ouelette, ed. (New York: Routledge, 2012), 427 - 438. 

Marwick, Alice and Danah Boyd, “To See and Be Seen: Celebrity Practice on Twitter,” Convergence 17.2 (2011): 139 – 158.