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Archive for February 18th, 2011

Social Media Conundrum #12: Justin Bieber is popular, but he’s not influential?

I can’t believe I’m going to weigh in on this, but I saw a tweet from a notable social media analytics consultant in which the following was stated for the umteenth time.

Popularity does not equal influence…

I immediately thought, “Could Justin Bieber and Lady Gaga sell product”? Isn’t that influence?I then had to go look up a quick definition of influence.

in·flu·ence

ˈɪnfluəns/ [in-floo-uhns] noun, verb, -enced, -enc·ing.

the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others

First I wanted to check something on Twitaholic: The top 15 people being followed on Twitter.

This is a list of the top 15 most “popular” people on Twitter. Let’s look and see who could sell or who does sell product. Let’s pare the list down first.

We have Justin Bieber, Lady Gaga, Britney Spears, Kim Kardashian, Ashton Kutcher, Ellen, Katy Perry, Taylor Swift, Oprah, 50Cent, Ashley Tisdale and Selena Gomez. 12 Celebrities from the world of entertainment. Immensely popular. But are they influential? Can they produce a compelling action on someone to buy product? Could they change behaviors and opinions? Can they influence people to buy stuff?

Lady Gaga sells video sunglasses for Polaroid, headphones for Beats by Dre, phones for VirginMobile, and a host of items and services via product placement in her videos. All this adds up to roughly $5-$10 million per year.

Rather than quote the whole  article from Guy Kawasaki, read about Guy’s experience at a Justin Bieber concert and the machine behind his persona.

Britney has deals with Elizabeth Arden and Candies. Taylor Swift has deals with Sony and CoverGirl. 50 Cent has deals with Reebok, Vitamin Water, Right Guard, PlayStation, and Steiner Sports.

We could easily go through each celebrity on this list and view the products that they sell. They sell the products because they can influence buyer behavior based on their celebrity, based on their popularity.  Am I wrong? I know sales are one thing and fame is fleeting, but because of their celebrity and popularity they can influence buyer behavior right now. Right?

How can you possibly say no? Isn’t that influence? What am I missing here? Help me out.

 


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Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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