Justin Bieber, Kim Kardashian, and Selena Gomez are all tweeting commercials instead of interacting with their fans. Am I the only one confused by this?
Twitter initially sounded like an interesting concept when it launched in 2006; however, I must admit I am a bit of a neophyte when it comes to social networking technology. I did not even look at any of the sites until the middle of 2012, and even then, it was painful. I anticipated a great deal of back and forth chatter and fan interaction, instead, they seem to be mostly about commerce and advertising.
Justin Bieber tweets about his next concerts, where he is traveling and promotes contests, soliciting fans to vote. Following his tweets reminds me of those old Burma Shave signs you would see spaced sequentially along the side of the road every hundred feet or so where each one was tied to the one before and when finally strung together would form a complete advertisement: No matter… How you slice it… It’s still your face… Be humane… Use… Burma-Shave.
Bieber tweets today, “Did u vote yet? @AlfredoFlores did. #TeamBieber http://blbrd.co/ChevyMilestone”, and 18 hours previously, “I need all of u to VOTE!! vote for the Milestone Award! Thanks http://blbrd.co/ChevyMilestone #billboards2013 #TeamBieber”.
On the 17th of May, he tweets, “I know why I’m here and i know who I am. #music #giveback”, and, “So incredible to see smiles everywhere you look. Whitney Elementary is a special place. #GiveBack”, prior to that, “We are back. This is one inspiring woman and that was an incredible day. #giveback… http://instagram.com/p/ZbbKi9DxPl/”, and the first one in the series, “We are back. This is one inspiring woman and that was an incredible day. #giveback… http://instagram.com/p/ZbbKi9DxPl/”.
You have to follow all of his tweets, just like the Burma Shave signs, in order to understand his “commercials”.
Love her or hate her, Kim Kardashian knows what she is doing when it comes to marketing herself and the Kardashian name; just go to her Twitter account and read how she tweets one commercial after another.
Kardashian tweets about her own merchandise, getting others to retweet for her, expanding her name in the market place.
“Our summer lookbook is here!” was tweeted by the mom-to-be only hours ago and has already been retweeted 103 times and marked as a favorite by another 117 people.
The not-quite divorced Kardashian also tweeted, “The fragrance of our #KardashianSunKissed sunless line is sooo FRESH…no sunless odor!!” on May 10, another advertisement. Again, on May 3, “Love how easy it is to keep my sunless glow fresh with #KardashianSunKissed Tan Extender w/ Bronzers. It’s Sulfate, Paraben & Gluten Free!”
When she was in Houston, she tweeted about Sears on May 5, “Today is Sears Family & Friends event! Get amazing discounts on Kardashian Kollection in store plus discounts online!” In addition, on May 4, “Sears in Willowbrook Houston we are here!”
However, the reality star is not only about shameless self-promotion, she also tweets about stars, unabashedly admiring other stars with Instagram pictures and tweets like “Met Life beyonce solangeknowles,” and “When we first MET madonna”.
Clearly, her life is exciting, almost every tweet is punctuated with an exclamation point, even her May 13 pleas for help, “A paparazzi almost crashed into my car today! I am still shaking! He put me in such danger! When will this legalized stalking stop???!!!???”
It is a sad state of affairs when a star famous for being famous with no recognized form of talent is crying out to stop the paparazzi from taking her pictures. I have argued many times in the past that if that were to happen, where would she be without her fortune and fame? Alternatively, has she already amassed so much that she no longer needs or desires to have her picture taken?
Kardashian and her clan (other than Bruce Jenner, but he is a Jenner, not a Kardashian) is famous by six-degrees-of-separation. Their family is famous because OJ Simpson was a football player who subsequently became even more famous for allegedly killing his ex-wife Nicole Brown Simpson and her friend Ron Goldman.
OJ Simpson, a former football player for the San Francisco 49ers, was accused of killing ex-wife Brown Simpson and Goldman in 1994. In a highly publicized trial, Simpson hired a defense team that included Robert Kardashian, ex-husband of Kris Jenner and father of Kim Kardashian. (Robert Kardashian died in 2003.)
Fast forward to 2007, Kim Kardashian gains notoriety by making a sex-tape with singer Ray J; she sued over the rights of the tape, eventually dropping the suit, but settling with Vivid Entertainment for $5 million.
Chances are, had her father not represented Simpson in one of the biggest trials of the century, her name not have saturated the loosely defined entertainment industry and would not have become synonymous with glam-hoochie clothing. Free pornography is rampant on the Internet and 18-year-old girls are posting risqué pictures willing hoping to become the next commodity and get a piece of the reality show pie.
Love her or hate her, Kardashian seems to know how to market, and tweeting commercials seems to work for her.
Selena Gomez is no shrinking violet when it comes to tweeting about herself, either. Her tweets are full of promotional lines much like the others, on May 15 she posted “Dance Vid #3 this time to…… #ComeAndGetIt. Send me your versions, I’ll be posting my favorites. XOXO” promoting her video.
The day before, she tweeted an advertisement about her latest magazine cover, “My InStyle hits stands this week 🙂 Check out the behind the scenes:http://news.instyle.com/2013/05/13/selena-gomez-instyle-june-cover-video/ … pic.twitter.com/mJmMifu6ta”.
Gomez cannot help but solicit compliments, on May 10, she asks fans, “What’s your favorite part of the #ComeAndGetIt video? http://vevo.ly/18aShTL pic.twitter.com/6A75mESkuJ”.
She tweets about things other than her music, on April 29, Gomez advertises, “Good day today with @adidasNEOLabel for my fall/winter collection.”
Perhaps, their interaction with their fans is exactly what is expected, but, the commercials tweeted by Justin Bieber, Kim Kardashian, and Selena Gomez seem intentionally commercial and not organic in the least.
By Dawn Cranfield
Senior Correspondent/Product Specialist