By John Kultgen Don’t be fooled into thinking celebrity tweets are just thought broadcasts from the rich and famous. Stars embody a strong personal brand. Like companies, they have marketing goals such as:
- maintaining brand image
- connecting with current and prospective fans
- listening and engaging with their followers
Twitter offers the perfect opportunity for celebs to simultaneously interact one-on-one with a fan AND reach millions simultaneously. (Of the top 10 most followed accounts worldwide, 8 are celebrities.) Companies can take a lesson from Hollywood in what to do (and what NOT to do) on Twitter.
1. Announce big releases on social media
During the VMAs, users voted for Katy Perry’s next song release.
— Katy Perry (@katyperry) August 26, 2013
At the end of the night, Katy obviously took off the boxing gloves she’d been wearing for her “Roar” performance and revealed the results via Twitter.
2. Be timely (but don’t force it)
Comedian Robin Williams an opportunity to jump on a trend when he noticed the buzz-worthy Kim Kardashian wearing an outfit that was relevant to his iconic body of work.
I think I wore it better! pic.twitter.com/Cv0XtebBIX
— Robin Williams (@robinwilliams) May 8, 2013
Williams didn’t just tweet about a popular topic. He brought a popular back to his personal brand in a way that made sense.
3. Establish unique, simple hashtags
When Kobe Bryant joined Twitter, his first tweet immediately owned a unique hashtag you can still search eight months later.
The antisocial has become social #mambatweets
— Kobe Bryant (@kobebryant) January 4, 2013
4. Recognize users
Celebrities (like companies) are nothing without their fans. It’s important to thank them…
I love you guys so much.
— Taylor Swift (@taylorswift13) August 26, 2013
And to let them know that you’re listening.
— Ben Savage (@BenSavage) August 13, 2013
5. Play off of pop culture
Celebrities do so well on Twitter because it’s a hub for pop culture. If brands make their mark in other pop culture mediums, it can boost you even a decade later.
— Lacey Chabert (@IamLaceyChabert) August 26, 2013
Toaster Strudel was mentioned in the 2004 film Mean Girls, and ten years later the film still gets attention on Twitter.
6. Be bolder
Social media has certainly lowered the bar on censorship. Look at what pro-baseball player Brandon McCarthy tweeted.
WELL IF BEING DISCHARGED FROM THE HOSPITAL ISNT THE BEST TIME TO ASK ABOUT A THREESOME THEN IM FRESH OUT OF IDEAS
— Brandon McCarthy (@BMcCarthy32) September 11, 2012
ESPN would’ve never aired that kind of stuff. Celebrity tweets circumvent media outlets’ censorship. As a result, consumers are demanding a more relaxed, humorous, conversational tone from all accounts.
I don't care!!! I already have my Golden Globes!!!!!!!!hahhahha
— Sofia Vergara (@SofiaVergara) January 17, 2011
You tell ‘em Sofia.
Now let’s talk about the wrong moves that celebrities are teaching us.
I wish I owned a plane ans could fly it myself.
— Kristin Chenoweth (@KChenoweth) May 18, 2011
8. Be prepared to apologize
I just saw the most beautiful young girl. About 5 years old. Lovely hair, lovely smile, lovely face. A stunning girl. She has albinism.
— Tyra Banks (@tyrabanks) January 26, 2011
Tyra meant well, but I can see the potential backlash with this. With any tweet, brands should be prepared to apologize and respond negative outcries as quickly as possible.
9. Give Context
— Cher (@cher) September 2, 2012
Cher, what is this hot water bottle graveyard?! WHY!?!?
There you have it. Did I (@JohnKultgen) forget any dos and don’ts from other celebrity tweets? Share in the comments below!