**Editor's Note - Fresh Ground is pleased to welcome Kristin Grages to our team. In addition to doing great work for our clients, she'll poke her head in here from time to time to talk about influencer relations, among other things.**
Much has been made of the Twitter following some celebrities have. Millions of people follow Kim Kardashian and Ryan Seacrest, reading daily about their lives and latest projects. Sometimes interesting, sometimes not, their voices are heard by millions.
That voice can be useful. Celebrity (and twitter) can be put to good, productive use; raising money by pumping up (and pimping out) particular causes. Pleas go out daily from celebrities for their latest pet charity, often to the betterment of those organizations.
For the latest celebri-twitter campaign, a number of high profile celebrities (with sky high twitter followings) came up with a new strategy. They'd "kill" themselves on twitter and await resurrection by donation. "X celebrity sacrificed her digital life to help save millions of real lives affected by HIV/AIDS." The goal was to raise $1 million. They hoped to do it in a day. Now, three days later, they haven't even broken $200,000.
So what went wrong? With more than 26 million twitter follwers among then, this should have been easy. That's 26 million impressions of... what exactly? Silence? The problem is, silence isn't a twitter strategy. It's not any kind of public relations strategy. The absence of a conversation does not persuade. So instead of imploring their followers with daily, even hourly reminders to consider a donation, they are silent. And not actually dead, they're continuing lives far more fabulous than the donors they seek could possibly imagine.
The flaw in the strategy is within the medium. Twitter is busy, loud and quick. With your feed continually refreshing, pumping out updates by the second, who notices when you don't hear from someone for a few hours or even days? These celebrities overestimated the value of a day's worth of twitter. But more than that, they overestimated the impact their absence would have on their audience, which seems to be rather small. The conversation moves on, whether you're in it or not. It's up to you to keep up.