celebrities on social media Archives - Reputation Communications

Experts generally recommend two approaches to social media:

Authenticity: Being true to yourself—airing your true beliefs to the greater community. Most consider this to be the most effective way to engage followers and build an audience. It is the favored approach of activists, celebrities, journalists and anyone who wants to strengthen their online presence.

Neutrality: Using social media channels to listen to and participate in the conversation without the risk of offending anyone. This more conservative approach is best for those who are more concerned with protecting their reputation than building an audience. It still provides an online presence, but with less risk of blowback and reputational damage.

A great part of Roseanne Barr’s appeal to viewers is her undeniable authenticity in embracing a point of view that is controversial (but is shared by many of ABC’s 14+ million viewers). For viewers who have a different point of view, her show was a window into a set of values that aren’t well represented in mainstream culture (even though close to half of America shares them).

Roseanne Barr has long taken a firmly authentic stance in her social media use, airing her views regardless of their impact. Everyone has the freedom to do so: social media users from everywhere on the political spectrum have made similar mistakes. But ABC’s response to Roseanne Barr’s comments highlights the potential cost of authenticity.

All social media users, regardless of their political beliefs, must consider whether they can afford the penalties that authenticity, spontaneity and sharing without a filter can incur. They should also consider the impact any comment they make could have on their current and prospective employers, partners and endorsers.

In my Wall Street Journal Crisis of the Week commentary this week, I observe:

“Roseanne Barr tweeted her slur on the heels of relaunching her sitcom to great success. The distinct viewpoints expressed by the show had already earned her a high-profile role in conversations about the country’s cultural divisions. ABC’s swift condemnation of Ms. Barr’s tweet…and its immediate cancellation of her show ensured that no one would see the company as endorsing her statement.

“Nonetheless, ABC did renew the show when her penchant for making highly provocative political statements was commonly known. Crisis management includes planning for this type of scenario and ABC would have conducted rudimentary social-media due diligence before pulling the “on” switch for the show.

“That due diligence would have told them this type of controversy was likely and they would have been prepared for the issue, if they didn’t decide to pass on the project.”

Related reading at You(Online):: Social Media History a Major Job Hurdle

How He Built It: Cory Booker, the Social Media Senator

How to Create Effective Social Media Policies

Entertainment superstars Johnny Depp and Taylor Swift have been making more headlines than usual. Johnny Depp is going through an acrimonious divorce. Taylor Swift recently ended her relationship with DJ Calvin Harris. Amid a sea of headlines, both are managing their messaging well.

When the news of his divorce broke, Johnny Depp issued one statement:

Given the brevity of this marriage and the most recent and tragic loss of his mother, Johnny will not respond to any of the salacious false stories, gossip, misinformation and lies about his personal life. Hopefully the dissolution of this short marriage will be resolved quickly.”

As social media ignited with speculation about Taylor Swift’s breakup, Calvin Harris tweeted this statement:

The only truth here is that a relationship came to an end & what remains is a huge amount of love and respect.”

Taylor Swift retweeted it. And that was that.

When celebrities face a crisis or escalated public interest in their lives, they are on the public stage. Anyone can play a role, whether by defending the celebrity or by escalating the crisis. Celebrities can’t control the conversation. But as Johnny Depp and Taylor Swift’s statements show, they can impact it.

The challenge to a successful career as a celebrity has long been attracting publicity while avoiding overexposure. Striking that balance has always required a nuanced strategy. In the old Hollywood studio system, every aspect of a star’s image was carefully orchestrated, including occasionally avoiding overexposure by pulling him or her out of the limelight for weeks, months, or even years. That is next to impossible now.

Constant online access

The Internet has presented many new opportunities, and challenges, for celebrities. It provides them with far more control over their messaging: they can publish statements and reach the public on their terms using their Facebook, Instagram and Twitter platforms. Beyonce has had tremendous success using that strategy. So has Rihanna. But with the opportunity for constant engagement it’s important to know where to draw the line. Not even the most popular star can maintain the public’s attention indefinitely.

Singers and other performers have more leeway in this area than movie or television stars, as new music, concerts, tours and other developments give them more relevant information to share with their audiences. Justin Bieber, for example, has built his career by sharing his music and life through social media. But he has also established more boundaries over how available he wants to be there.

Choosing the smart approach

When deciding to dial up or dial down your outreach, strategic monitoring of social media and mainstream discourse can provide data that, when analyzed, serves as a valuable management tool. During prolific periods of their careers, social media is an incredibly effective way for celebrities to harness and maintain their audience’s support. Between those peak exposure periods, celebrities can use them as less direct or invasive channels of communication. Philanthropy initiatives can also give stars new content to talk about and share online.

If you are a public figure aiming for longevity in your career and want to minimize the inevitable bumps along the way, following the messaging approach of stars like Beyonce, Johnny Depp and Taylor Swift will help you to succeed. Equally important is developing the right social media strategy. That includes deciding in part how much usage is too much, and which platforms work best at different times. And then, knowing when to step back.