Now that social media is easily accessible, celebrities can reach out to more people through the various social networks they are a part of. Being an active member of the social media can have its benefits for celebrities, it can increase their Klout score. This score measures how influential a person is by using a special formula that takes into account most platforms such as: Facebook, Twitter, Instagram, Google +, LinkedIn, WordPress and more. The more active and responsive you are, the higher the score. Many companies and brands look at this because they want to be assured that their brand is being marketed appropriately.
Nowadays, when celebrities are signing contracts such as endorsements many companies want high profile celebrities to ensure that their brand and product will reach as many people as possible. This has changed the way companies look for celebrities to endorse. Now their contracts can include a certain amount of tweet per day, week, or month.
One of the biggest publicity companies in Hollywood along with Interpret introduced a new way to measure celebrities’ influence, awareness and likability. This new measure is called FanDNA. This is “based on consumer data collected quarterly from 5,000 US consumers” and the purpose of this is to match brands and celebrities.
Before his public meltdown he had a score of 130, which is relatively high. According to FanDNA, he would be suitable for brands such as Wrangler, Volkswagen, Volvo, and McDonalds. After his meltdown his score dropped 27.6 points. Though his score didn’t drop as much, the company matches did change. Now, he was more suitable with companies such as Red Bull, US Army, the NFL, and Nascar.
In a less structure and metric system, having celebrities in social media and expressing their likes can also land them an endorsement deal. This is more on the casual side because there is no guarantee that a contract will result. Expressing themselves through these social and public sites is just another way for them to get noticed by the companies.
One day Felicia Day tweeted about a game she really enjoys, “Dragon Age.” After the tweet, her agent was in contact with the publisher of the game and offered her a deal to be a part of a multi-episode web series based on the video game called “Dragon Age: Redemption.” She then quickly signed on to the deal.
Getting endorsements can vary whether it is in a systematic or casual way. The one key factor in both is that they both include the use of social media. This helps not only the celebrity but also their agent in making themselves visible to as many people as possible. In addition, companies and brands look for celebrity endorsement that can further promote their product or brand in a bigger scale. This can only be doe by celebrities that already have a big fan base and most of the time it will be through social platforms.