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Twitter Breaks Down the Wall Between Star and Fans
Publicists are striving to make clients understand the power of tweeting.
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The stars of the CW's new "The Beautiful Life: TBL" are baring all in the network's latest attempt to stir up buzz.
Just when it seemed there were no corners of the media world left for the celebrity-industrial complex to colonize, Twitter has gone celebrity-crazy.
As early adopters like Kevin Smith, Greg Grunberg, Lily Allen, LeVar Burton and of course, the First Couple of Twitterdom, Ashton Kutcher and Demi Moore, have racked up followers, their tweets have created a new kind of aura: accessible, yet protected by the boundaries of cyberspace.
These stars understand the potential of the new medium to promote themselves without seeming self-promotional.
Fans, meanwhile, are scrambling to figure out which celebrities are worth following, helped by sites like Celebritytweet.com and feature articles like “25 Twitter Must-Follows.”
As BeBe Lerner, a publicist at ID-PR, put it, "Based on the amount of media attention they have received in the past few weeks, it seems like Twitter got a publicist.”
And the micro-blogging service is, by its very nature, changing the rules of the celebrity game in ways that publicists -- like the rest of us -- are being forced to adapt to.
For starters, there's the direct access fans have to celebrities via Twitter. For years now, celebrities have had to wall themselves off from their fans to protect their privacy -- if not their very lives. “Communication” came via strictly-publicist-approved entertainment journalism.
It’s become conventional wisdom that over-control by publicists has dealt a heavy, perhaps even fatal blow to entertainment journalism, a genre that once boasted classics like Gay Talese’s famous profile, “Frank Sinatra Has a Cold,” but in recent years has become an embarrassing cookie-cutter form in which heavily guarded celebrities can be counted on to mouth mainly banalities.
But Twitter gives the impression of freshness and spontaneity to a star’s words.
One big factor is that on Twitter, anyone can ask a star questions. The star is free to be his or herself without fear of stalkers, protected by the “wall” of their Twitter account. They often answer fans’ questions, in a tweet that only the fan will understand, like this one from Jimmy Fallon to a fan who must have offered some point of criticism or suggestion to the “Late Night” host:
“@drinkosmosis they are cue cards. We use cue cards so that we can change it fast last minute. I see what you're saying … I'll work on it.” (For more stars' tweets, see accompanying story.)
Cute, right? It’s all part of the feeling that Twitter is a fun little cyber-village, its inhabitants all, somehow, friends.
But if you think that means the publicists have been sidelined, think again. Power publicists are striving to make their clients understand that their tweeting is not just some innocent personal expression.
The smarter celebrities are getting it, making their Twitter identities just one part of their overall media strategy -- which means, inevitably, that it’s controlled to some degree by their publicity team.
Britney Spears’ Twitter is an extreme example: Some tweets are attributed to “Adam Leber, Manager,” some to “Brit” herself.
Comments
Qwertyq Says
Celebs, agents, managers, publicists, etc.... I'm pioneering a new celebrity branding service that gives public figures a 2nd life online that's necessary to stay relevant in today's world of virtual transparency.free games
Izabella Says
Hello, johnny-come-lately Hollywood! Why are Hollywood publicists always the LAST to get it? That's exactly why showbiz runs the risk of become of a dinosaur in the wider world of media/entertainment. Now, they're just figuring out that social Media engagement via Twitter and other networks is the ONLY way you can stay connected outside of the golden gates of the biz? It's about time they got with the program.
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Twitter Fan Says
I still love Ellen - http://quotes.nobosh.com/oprah-winfrey-quotes/quotations/
Twitter Says
Twitter is breaking down the walls, but how long until the walls are built back up? Paparazzi will harass stars online soon enough and won't the Twitter craziness fade in time? It makes for great news, and I have to say I read Twitter news by the hour - http://nobosh.com/twitter/news-stories/ :)
http://nobosh.com/twitter/news-stories/
Jan Simmonds Says
Hollywood Stars being drawn to Twitter, Facebook et al - in my honest opinion! http://tinyurl.com/c6z6au
Anonymous Says
BALLS
that is all
Jan Simmonds Says
I wish I could remember which movie it was where the insects all buzz towards the UV light saying 'it's so beautiful'....
That's my own personal take on these once hugely bankable Hollywood brands whose rather asinine online antics are with every tweet or poorly presented profile, becoming just another girl or guy next door.
I predict a story arising in the not too distant future where a studio dumps on an 'A' list act, citing the fact that their unadulterated social networking antics have blown their credibility and they no longer carry sufficient gravitas for a multi-million dollar movie.....failing that who will be surprised really when a movie bombs, because the leading lady who is going to save the world from nuclear disaster is everyone's best mate on Twitter and just doesn't cut it as a red carpet icon anymore..
Beware also the Good Will Hunting backlash when those new friends turn on you and say 'with all those gifts' it's an insult to us to be hanging in the neighbourhood. You're either guilty of trying to manipulate/ sell to us or at best destroying all those memories of great sporting moments or iconic movie/ music moments we hold in such high esteem, by taking that privilege for granted by trying to look ordinary. Success reinforces hope and none more so than a leading movie star etc. Do we really want to see you and your movie star husband rubbing our noses in your apparent contempt for the pedestal we gladly, as paying audiences, willingly invested in providing?
Maybe I am Legend....and alone on this.....maybe not... but this could be a virus which was meant as a cure for communication....and unchecked could wipe out all the things we value most.
If you would like to know more about how to manage yours' or your Client's online activities more elegantly, or to pre-register for a meaningful connection to your favourite celebrity, sports personality etc. visit www.famebook.com...launching later this year!
Brad Williamson - The Virtual Biographer™ Says
What's even crazier about this new craze is that everyone in Hollywood seems to think that Twitter is the supreme medium in which to interact with their fans. Not only does Twitter not allow two-way engagement because it's really a one-way communication platform - really, how many times do celebs tweet back to fans? - but it's also a LAZY way to build a virtual identity.
Celebs, agents, managers, publicists, etc.... I'm pioneering a new celebrity branding service that gives public figures a 2nd life online that's necessary to stay relevant in today's world of virtual transparency. I'm sorry to throw a sales pitch in my comment, but reading articles like this one really makes my heart flutter in anticipation to implement my unparalleled approach to transforming a celebrity's physical life into a virtual reality.
If any of you are interested in talking shop, feel free to strike up a conversation with me at brad at the virtual biographer dot com. Sales pitches aside, I'd just like to geek out with some of ya ;-)
Aina Abiodun aka @muffet Says
Hello, johnny-come-lately Hollywood! Why are Hollywood publicists always the LAST to get it? That's exactly why showbiz runs the risk of become of a dinosaur in the wider world of media/entertainment. Now, they're just figuring out that social Media engagement via Twitter and other networks is the ONLY way you can stay connected outside of the golden gates of the biz? It's about time they got with the program.
Andrew Salomon Says
http://backstage.blogs.com/espresso/2009/03/twitterverse.html
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