Managing Social Media For A Celebrity

Phil Pallen is a Social Media Designer based in Los Angeles, managing brands for celebrity and high-profile clients throughout North America.

I’ll be honest — I have a pretty cool job.Everyday, I get to work with clients from different places, industries and walks of life. Some of my clients are pretty big players in the world of entertainment, fashion and real estate. It’s my job to handle their online brand. Some days it’s stressful, but most of the time, it’s a lot of fun.That said, there’s a fair bit of responsibility that comes with managing social media for a celebrity or well-known brand. You’ve got to know what you’re getting into.

The Big Difference

When it comes to celebrities, fans are always going to be in the picture — exciting, right? Most of the time, these fans are built-in, meaning you don’t have to spend time cultivating a following — they’re already there. In addition to the fans, there are sometimes haters. While, we’d all be happier without them, haters and trolls are an inevitable part of the Internet. They can pretty much be ignored, but be aware of your fan-to-hater ratio — there should be a lot more fans if you’re branding and managing your client properly. If not, you’ve got your work cut out for you.I’ve worked with a number of controversial public figures on their brand in the new media realm, and I’ve always been surprised by a few things. First, how personally they take criticism. Second, how dedicated a fan (or a hater) can become, having never met the person in real life. People take what they see on TV very seriously. Although there’s a desire to appeal to everyone, in reality, it’s not going to happen. Clearly define your target market and most of the time, the fans will fight the battles for you.

Establish A Voice

Your opinion is your personality. Your voice is your brand. I remind myself that every single day, as I set out to tweet for 10 very different people. In my mind, I have characters for all of my clients. I’m aware of the way they talk, comment, reply and interact. I also have a clear idea of their writing style, reoccurring sayings, punctuation and capitalization. That makes it easier to switch back and forth, while managing to keep things consistent.

Balance Content

At the beginning of every month, I develop a content plan. This forces me to conceptualize content, as a whole, rather than just working off of spontaneous inspiration. A combination of both make for a solid online brand.I make an effort to diversify what I share. It’s not just about their accomplishments or what they had for breakfast. Try and shake it up with inspiring quotes, links to great articles and things that are relevant. After all, people share and retweet what they like.Want to know another great tactic? Ask a question (get it?). By asking a question, you are welcoming interaction. It makes the fan feel a personal connection. Let’s be honest, we all want to be @replied to by our favorite celebrities (and it better not be their social media manager, damn it).

Interact with Fans (But Not Every Fan)

Fans want to be acknowledged… but sometimes there are too many of them. You don’t want an entire feed to be consumed by individual @replies, so pick and choose. My advice? Reply to the ones that stand out — maybe they’re funny or maybe they’re heartwarming. Whatever it may be, with an @reply, you can make someone’s day.

The Verdict

Social media for celebrities is social media on speed. Know what you’re getting into and pay attention to detail. If you’ve got all that covered, brace yourself for a wild and fun ride.