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Pop Goes Twitter
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by Surajit Agarwal
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Micro-blogging site Twitter.com got an early new year gift when Shah Rukh Khan joined the growing gang of celebrities on the site. Tweeting with the id of @iamsrk, Bollywood’s Badshah has managed to get a little over 24,000 followers in under 48 hours. Shah Rukh’s tweets are already being picked up by over 700 lists, including those dedicated to celebrity tweeters. So far, the Khan has put up 20 tweets and the content has been fairly inane ranging from pop philosophy on happiness to stuff on family and injuries. As the medium and format is new to Shahrukh, the early tweets could just be him, finding his feet and figuring out the strength and weakness of the new medium. I expect both the quality and volume of tweets to increase once he settles down. I also expect SRK to begin tweeting about his movies, particularly “My Name is Khan”as the release date comes closer. SRK’s adoption of Twitter is not only good news for the platform, but is also wonderful news for corporate and brands looking to make meaningful inroads into the social networking scene. The Bachchans (father and son), Aamir Khan, Karan Johar are among a handful of social networking converts who have already shown how to use the medium successfully to promote their films. SRK, will no doubt, cash in on his online popularity to try and derive some mileage for his next release. His tweets on the movie could well become an early case study of marketing on the Twitter platform. But the real potential for celebrity, tweeting and in fact interacting on a social networking platform will take off post the release. That is when the movie is either a hit or a flop. There is not much to promote and all the talking and pop philosophy have been done with. The audience, however, is hungry for more from their favorite star. What an opportunity to promote and extol a brand’s virtues. For example: Both Shah Rukh and Amitabh are brand ambassadors for clothing brands. They could use their tweets to impart information and knowledge about grooming and dress sense. Similarly topics like health, wellness among others, lend themselves beautifully to this medium. Imagine Priyanka Chopra tweeting to her over one lakh followers about the new cold cream she uses…or SRK announcing that he has just driven the new car to be launched a couple of months away. The opportunities for marketing and branding that social networking throw up are endless. The challenge is to make the content relevant to the platform. Using celebrities is a great way to ensure a wide audience base. Now it is up to the brands to capitalize. |
Tags: Twitter , Shah Rukh Khan , SRK , Tweet
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