Tweak Your Biz » Marketing » The Rise Of Social Celebrities

The Rise Of Social Celebrities

by Christina Giliberti on January 23rd, 2012
25 Comments



The digital landscape is changing. The search engines, social media and advertising as we know it, are going to require a whole new game, new set of rules and possibly a script. Confused? I’m talking about the era of social celebrities.

I read one of the best blog posts ever by a student in Limerick, who told a story about her little cousin who was asked what she wanted to be when she grew up.

‘A celebrity.’  She replied without hesitation.

Do we all in some way aspire to be a celebrity? Well, that occupation could be expanding to encompass the online world as the role of social celebrities becomes apparent.

Market Indicators

A surge in digital communications has seen some in the trade rising in popularity. It has also seen many not in the trade basking in the spotlight (and most are small business owners!). Training events are featuring those who have attained a degree of success online. Invites to speak, more followers, more sway – hmmm (thoughtful face).

Google

All the big name companies are shuffling across to cloud methods and adopting Gmail (Google). This gives easy access to Google’s Search Plus Your World where social interactions intertwine with web pages.  Social influencers (that you follow) may well take the top spots, making standard SEO techniques redundant for Google users and instead, social updates will dictate most results.

googleplustheworldCould this trend of changes mean that social celebrities will influence decision making by popping up with an answer for:

”Where should I stay in Ireland?’

And behind the scenes businesses contact online celebrities to ask them to recommend them online. Pay them even.

Facebook

If you are a blog follower, and a Facebook power user, then it’s more than likely that you subscribe to various feeds from  people you admire. This means you can read updates by people that you are not ‘friends’ with.

Facebook shows a selection of ‘people to subscribe to’ based on your Facebook preferences, your friends and who your friends subscribe to. Despite choices being engineered by Facebook, familiar names will grab your attention.

Social celebrities that pop up here gain extra visibility, can amplify their messages and can be approached by businesses to recommend their products and services.

In my mind, a social celebrity is a powerful social media user with a strong network and following both online and offline.

How to become a social celebrity

  • Media attention
  • Attending networking events
  • Speaker slots

These are all sure-fire ways to get yourself noticed and could be the start of a new career as a social celebrity.

What are your thoughts on social celebrities? Is this a fair trend?

Image: “famous woman posing/Shutterstock“



Category: Blogging, Branding, Business Networking, Facebook, Marketing Strategy, online marketing, social business, social media, Social media Marketing, Twitter

Tags: , , , , , ,

The Author:

Christina is a complete geek, hence a perfect web + online marketing consultant. After ten years working with Premier Recruitment Group, LA Fitness, Monarch Airlines, Thomson Travel and a host of other companies, she now owns CG Online Marketing (www.cgonlinemarketing.com) in Ireland and is an associate of the Ahain Group. She's qualified in most things online such as web server management, digital design, Google Analytics and SEO. Specialties: Social Media Marketing, SEO / PPC,Google analytics (qualified in GA IQ) Web trends + insights, Data segmentation and targeting, Customer Behavior analysis, Digital design, Writing, Ethical marketing Green marketing / Sustainable tourism and Hotel + travel online marketing http://www.cgonlinemarketing.com

Read more and connect »

Add Your Comment

  • http://www.tweakyourbiz.com Niall Devitt

    Hi Christina, 

    Great post and I agree that we are seeing more social celebrities types online. However, there is a difference (as in the real world) between wannabes and those that are actually achieving something meaningful. Real Influence whether online or otherwise is something that takes time to build. 

    For me, the overnight celebrity culture which was created by TV is a bad thing and ultimately will lead to lots of broken people. Watching people break down may be entertaining for some but it is ultimately a very dangerous thing for society.

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Social Celebrity, (Celebrity – by WIKI definition “has a prominent profile and commands a great degree of public fascination and influence”.) This can be achieved by good or ill, depending where your morals lie.
    Social Celebrities have the power to do great things socially, raise awareness, be a connector, and empower others. Sure, our very own Niall Devitt is heading there.

    However, I think ultimately it’s the people who raise a celebrity’s status, and as long as they play ball, they will retain status, otherwise it can fade very fast. I think Niall makes a very powerful point in his comment about broken people. We are creating instant celebs and some seem to delight in their fall, which is indeed a dangerous thing if bred into society.
    Great post, you have raised some very interesting points :)

  • http://www.denisefay.com/ Denise Fay

    Hi Chris, this is so topical at the moment!! I was just talking about the whole element of celebrity over the weekend with friends. People who are famous for being famous rather than having substance are not good role models. I often wonder why magazines feature such people.

    I think that if social celebrities do something good as Elaine says – raise awareness, empower others, then that’s a good thing. And you are right – there is a rise in social celebrity…and there are so many good people out there at the moment.

    Thanks for sharing your insights.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hi Niall,

    I agree, the celebrities in the making are not all worthy of the role (I could name hundreds of celebs who are only famous because of famous parents), so association also plays a role. Also, as you say, from TV shows. But these people are just using their moment in the spotlight for their own devices, and companies that approach them are only them because of their moment in the spotlight. I think that there will be a few ‘gold nuggets’ mixed in that will carry this fame to level and who will provide something meaningful.

    Re: second comment – It’s surprising what entertains people…I find it sad that this behaviour is regarded as ‘good TV’. Broken people, yes indeed. Broken people need help, not a bunch of cameras.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Elaine, I think you hit it on the head with ‘commands a great degree of public fascination’. We can become fasciated very quickly, BUT we can also lose interest pretty quickly. I’m in agreement about Niall (very worthy celeb!).

    Jade Goody springs to mind – broken, yet was popular, became rich and then as she was dying I felt she changed into someone quite beautiful.

    Society can be self-destructive. You have only to switch on the TV to see that. But look at Susan Boyle and her overnight fame or the rise of Mylene Klass. Some people were born to take this world forward and I’m excited about seeing ‘those’ people strike a spark online.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Indeed it is. It’s so true….Paris Hilton for instance. No more words nec.

    You’re so right, if the good people are found, then it’s a great thing. I do wonder though, how many will wield it to become famous.

    Also, how much of this is based on luck, fate, a connection, a chance tweet…

  • http://www.spiderworking.com/ Amanda Webb

    I have a real fear of celebrity but am aware that some of the day to day marketing activities that I partake in would put me in danger of becoming one!  We all want validation and social celebrity gives us that however it means we have to be more careful about what I post online even in a personal capacity, and I always have to make sure I have my makeup on before I leave the house!

  • Anonymous

    Very interesting post! One of my observations of social celebrities is that they are often only famous to a group of people who are online. Basically, no paparazzi are chasing them and they can do their day-to-day errands without anyone having a clue about who they are. In the end, for each of us to answer your question, we must know WHY we want the fame and WHAT we plan to do with it.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Makeup – very important! lol
    Let’s see how you use your new-found fame and what positivity you can bring to the online world. I believe you’re a strong contender for the ‘better’ online celeb Amanda; one who can use their status for us (you sound like my hero!!) ; 0 )

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hello Elli,

    I wonder if they do plan at all, or feel as they go. Fame for fame’s sake isn’t right….

  • Anonymous

    I agree with your points on how to become a social celebrity, but I think that you need to have a genuine skill set or area of expertise underneath it all to maintain such a presence. No point in building a social reputation for yourself if you’ve nothing to offer when it comes down to real experience and expertise!  

  • http://www.bostonparkplaza.com/ Boston Park Plaza Hotel

    I acknowledge with your factors on how to become a public superstar, but I think that you need to have a legitimate expertise set or specialization beneath the it all to sustain such a existence. No factor in making a public popularity for yourself if you’ve nothing to provide when it comes down to actual encounter and expertise!  

  • http://www.bostonparkplaza.com/ Boston Park Plaza Hotel

    I acknowledge with your factors on how to become a public superstar, but I think that you need to have a legitimate expertise set or specialization beneath the it all to sustain such a existence. No factor in making a public popularity for yourself if you’ve nothing to provide when it comes down to actual encounter and expertise!  

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hi Ciara,

    Sorry to have missed your comment.
    I’d love to agree, but I have seen those who have hit the jackpot with a little luck or used the Media to hype them up. On the other hand I’ve seen countless businesses who have a strong affinity for social interaction and social media was a natural adoption….which led to a celebrity status.

  • http://www.theexecutivesuite.com/blog/ Warren Rutherford

    Gigajob – you are absolutely right.  The more applicants understand the what, why, who, and how of their target companies (by doing good research) the more prepared they are. While I write here about the interviewer’s perspective, our prior post on Tweak Your Biz,http://bit.ly/IFBTAi, presented the interviewee perspective and role.  In truth, we advise and assist both clients and applicants.  Thanks for your comments.

  • Elishbul

    I just couldn’t help it and its amazing now that it’s out the number of people I know who have declared themselves Trekkie fans – on a more Serious note I do believe there were some big ideas coming out of it and the on screen scenarios are actually handy training tools -  it has delivered some thought provoking episodes  in the tradition of utopian and dystopian Sci fi that was a big feature of the 60s. Witness the success of the Philip K Dick legacy in movieslike monority report et al..

  • http://twitter.com/BetterBuildConf BetterBuilding

    yes a place where great Kitsche and big ideas come together!

  • http://www.theexecutivesuite.com/blog/ Warren Rutherford

    Elish – Stellar post!  You hit on all cylinders.  In my work with the Attribute Index, a measure of how people think and make decisions, we have 3 main decision attributes – the Head (systematic), the Hand (practical), and the Heart (empathetic).  Can our Star Trek readers identify the crew characters who were all Head, all Hand, or all Heart?  Hint, there are on 3!  Thanks for the inspiration.

  • http://twitter.com/BetterBuildConf BetterBuilding

    Thanks for the question Warren
    What Fun Let me try:
     Vulcan Mr. Spock, 7 of Nine or Commander Data for the Logical Head ( with a Fiery undertow)
    Hmm
    Captain Kirk, Janeway, Picard or Commander Riker for the Practical Hand
    and
    Empathic Deanna Troi and Warlike Klingons Worf and Belanna Torress for all Heart

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    For someone who knows nothing about Star Trek, I admit I struggled with the post, but I adore analogies and metaphors :) (I did watch the series with Cpt Picard for a while)
    “To Boldly Go where No One has Gone Before” – this reminds me of the late Steve Jobs, as his reality distortion allowed him to imagne adn believe the un-imaginable, and instill that belief in others. We all need a little bit of that to push ourselves Elish :)

  • Elishbul

    Hi Elaine thanks for the observation. I suspect there is an ever so slight gender bias in all things Trekkie and these terms are so much a part of the lexicon of the average fan, we take it for granted. A lot of the jargon also comes from the military as well – I suspect there’s a whole new blog in that idea! The key takeaway here is really the sense of inclusivity, curiosity, openness and courage that we aspire to and associate with visionary organisations and leaders regardless of their context.

  • http://twitter.com/ballymountaccs Tom Holmes

    Great post – never thought of Star Trek like this – must remember your ideas the next time I need to illustrate a business situation!! Well done

  • http://twitter.com/ElishBulGodley Elish Bul-Godley

    Hi Tom thanks for the supportive words ! It is a series with lots of scenarios played out on the bridge and in battle sequences that can be great presentation tools on the topics of strategy and HR management.

    Hi Warren- Kirk for practial hand- spock for the head and bones for the heart am I right
    I always thought it had a lot of archetypal characters in common with the Wizard of Oz. There were Shakespearean experts amongst its writing team in the next generationseries so lots of big ideas and litarary references throughout

  • http://twitter.com/OlwenIBI Olwen Dawe IBI

    Pat, you’re so kind :)
    Thanks a mil, really appreciate the feedback. Chat soon!

  • venkat

    how did i JUST find
    this? great, great resources!

Related Posts


«
»