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Mar 24th
04:16 pm
Zac Efron's Twitter...  
Since people want to vent, I'm making a separate post to keep it centralized. I would also like to state from the start, that as is the norm here, you don't have to agree with someone's comment, you can debate with them even, but you do have to respect them and allow them their opinion.

My position: I am dismayed by how this twitter thing is going. I thought having a professionally run twitter would be preferable to having Zac do it. But at this point, I'd rather have Zac twittering boomshakalaka once a day to this. Though at least now there aren't as many typos? That's something I guess.

Biggest problem: this twitter is utterly and totally tone-deaf to his brand and his fandom.

And that is a social media sin of the highest magnitude.

Their actions seem to reverse his brand and maybe worse undermine career goals by establishing the wrong style of online presence. I've actually seen people say they are unfollowing him. They can't take it seriously. And the person who is running it now (and it definitely isn't Gina for a fact), is not familiar with Zac's fandom and it shows. How do they not know Zefron.com? Kathryn has dealt with fans and all of this craziness for so long, longer than any of us. She knows Zac and Gina. How out of touch is this twitter manager that they didn't think of, or bother researching (aside from searching who on twitter has Zac Efron in their name and a high twitter follower number) to find, the first and most legit source of Zac info. And if they're going to follow anyone, that should be who.

Also it is not reasonable for them to represent this twitter so blatantly as being Zac when it isn't. This is not his thing. And it makes Zac look bad because currently their representation of Zac is banal and self-congratulatory. This style of twittering is bad enough were they to stick to the third person but doing it in first person? It REALLY reflects badly. And worse... it's totally not Zac's persona at all. Obviously going in, knowing it would be a professionally run twitter, it's automatically less Zac's style but this is so far off-base as to be laughable. And if he keeps forgetting this whole experiment and saying that he doesn't have twitter still, it really makes no sense to be writing in first person. We can say all we want that other actors RT fans and suck up, but they really don't. Especially ~srs bsns~ actors that Zac looks up to. Whether it is Joseph Gordon Levitt, whose twitter (though for his company) is very personal and busy, or Leo, whose is more reserved, none of them are like this. Even ones more in Zac's position, like Channing, don't go this overboard (nor does he follow fans) ETA: I lied, I just went through Channing's twitter more and it is as obnoxious. Though he still doesn't follow fans really.

Anyway, I could go on but those are my main problems. And you may disagree with me or you may not understand my concerns. That's okay, but I think it is something that needs correction as soon as possible. It really does make a difference.

Jeezbee's positionCollapse )

My response on twitter to ZacEfron_News after jb's postCollapse )

Her response to me and a follow upCollapse )

One last note: None of this is intended as an attack on Zac. If anything it is in defense of him and his future success. Personally I see the way Zac's twitter is going now is more an attack on Zac than any of this debate.

ETA: I wanted to add two brief points, one from the comments and one I've been thinking about for a couple days.

1) This was in response to ccmskatechick (her comment in italics):

And doing social media in a half assed way is no help to ANYONE. You're better off not being in the space at all.

Exactly. Badly done, it just opens you up to problems and contradictions. I said it privately to someone but it comes down to this, they need the twitter to represent the actor he wants to become. Not the actor he was five years ago. And right now, without deliberation and strategy, they're stuck in the past and broadcasting it globally. That's far worse than just letting his actions, films, and growth speak for themselves.

2) Retwittering fan photos. It's a nice idea and can be okay. But how many times have we heard that Zac's asked people not to post their fanpic online? As a fansite, I do post some. Clearly ones during promo/work are fair game and some during his downtime I make exceptions for. But for a professionally run twitter, especially since it has a much larger audience... you have to be stricter. And I'm not confident that this person, so not acquainted with Zac or our fandom, gets that to Zac there is a difference between a fanpic outside Subway vs. a fanpic at The Today Show.
Mood: tiredtired
Nicole Millerkellycefron on March 25th, 2012 12:35 am (UTC)
Now that I'm actually looking at the tweets, they aren't all that bad. It actually just looks like childish promo. Hopefully they will see our anger and get his account together And again guys this is Twitter, it's not exactly an professional promotion environment, I can see why whoever's running it tried (and failed) to take a more lighthearted approach.
Miranda gives everyone a chancemirandagirll on March 25th, 2012 12:37 am (UTC)
Like I think this is all a learning process for whoever is running Zac's twitter.
(no subject) - kellycefron on March 25th, 2012 12:51 am (UTC) (Expand)
IceGoddess: oh so dirty dirty little secretccmskatechick on March 25th, 2012 12:56 am (UTC)
Oh oh oh where to begin on this. I'm coming at this not as a fan, but as a professional who deals with publicity, PR & social media day in and day out.

This is an absolute, for lack of better word, a shit show. When this first came out that he was on twitter, I was intrigued. We all kind of knew why this was happening when it was, but I didn't jump on the bandwagon. I still haven't. I kind of refused to follow 'him' or it. I follow 'him' through C's retweets of 'his' feed (please also picture me doing air quotes during the quoting throughout this dissertation, it helps things along greatly lol)

As C and a few others have said, they jumped into this head first it seems without any real strategy, research or clear cut idea/plan on how to approach. They just 'knew' he needed to be in that space so BOOM, he was there. And it showed straightaway that it was done kind of half assed. Especially on Friday with their 'shout outs' and 'following spree'. Anyone who is anyone related to him, his brand should know the key people, key outlets and fan sites related to him without blinking an eye. Obviously in this case, not so much. I don't know if that in itself is sad, or it's sad that they couldn't take the time to even you know maybe Google his ass if they weren't sure. Just doing, what seemed to be a half ass search on Twitter handles that refer to him in some way, not smart.

Celebs often have people within their teams help run, manage and utilize their social media platforms. Most times if they do, they'll 'sign' it with their initials or team whatever. Something this team should seriously think about doing. It seems to me that they've given the reigns of this to a junior publicist, assistant or even an intern by the way the tweeting, retweeting and following has been going. Not a smart move, especially if these 'people' tweeting for him have given no direction or idea of strategy.

I'd love to know if they even gave him the login for his own Twitter to be quite honest.

To be potent, to resonate, to fuel the right kind of engagement that is necessary to be successful in the social media space, they need to take a gigantic step back and pause to regroup. ASAP. They can't just throw shit at the wall and hope it sticks. They can't do what they have been doing moving forward. He's got to be involved in some way, even if it's just a random WhoSay tweet/pic/vid appearance here and there.

I tweet most days for my job. Not just on my personal account, but for the actual work/brand account. We have a strategy in place, we have a schedule, we have an agreed up on voice for the brand. All things that are required when tweeting for a big brand or a celebrity. We constantly have meetings to talk about what we should be thinking about, what's relevant to our followers, what's new that we need to share, etc. Your strategy, what you're talking about has to constantly evolve, you cannot be static. Not in this type of space, not in the type of news cycles we run in nowadays. And doing social media in a half assed way is no help to ANYONE. You're better off not being in the space at all.

I'm MORE than happy to go out to LA and give his folks a social media 101 bootcamp. FOR FREE. I think someone needs to just give them a serious wake up call.
hunny miss (aka lets fead him to the gators)ehs_wildcats on March 25th, 2012 01:08 am (UTC)
And doing social media in a half assed way is no help to ANYONE. You're better off not being in the space at all.

Exactly. Badly done, it just opens you up to problems and contradictions. I said it privately to someone but it comes down to this, they need the twitter to represent the actor he wants to become. Not the actor he was five years ago. And right now, without deliberation and strategy, they're stuck in the past and broadcasting it globally. That's far worse than just letting his actions, films and growth speak for themselves.
(no subject) - jeezbee on March 25th, 2012 01:16 am (UTC) (Expand)
(no subject) - mirandagirll on March 25th, 2012 01:23 am (UTC) (Expand)
zacfan333 on March 25th, 2012 01:08 am (UTC)
How long has this twitter account been up? Does anyone have a link for it?
hunny miss (aka lets fead him to the gators)ehs_wildcats on March 25th, 2012 01:10 am (UTC)
february 16th is when we first noticed it, see this post.
The Writers Denmusewriter on March 25th, 2012 01:32 am (UTC)
I'm coming in a bit late on the debate but here's my two cents...

This whole thing is a gigantic mess that doesn't seem to be well thought out or organized in any way. When they first opened the account I was content to see them only following the WhoSay account and was hoping they wouldn't follow fans. Actually, I would have been content if they just would have gotten the account verified and never tweeted just so all the posers would go away. And really I was more amused than anything that Mr. anti-social media actually had a twitter that it was all just comical to me. I followed his account just out of curiosity because, let's be honest, I get all my real news here or from the ZacEfron_News twitter.

Last night when I logged on and saw all the re-tweets all I could do was shake my head. I HATE it when celebs or their teams re-tweet every mention of a project. Quite frankly, it reeks of desperation. In all honesty, the only way I would want that much Zac on my timeline is if it's talking about projects or promo or if it was really him tweeting. And when I saw that they were starting to follow fans all I could do was laugh because they seemed to be only following the ones who begged for a follow...I don't like it when people do that anyway, so it just irked me. And that those people were recognized before Kathryn (who deserves an award for all the fandom crap she puts up with if you ask me), and EHS, and all the other legit fansites is just wrong. Like other people have said, it just shows that these people have no real grasp of the Zac fandom. And while I'm sure it's an honor to be followed by his Twitter in a way, I feel like some people are thinking that this will put them one step closer to Zac or to him knowing that they exist...when in reality, he probably never even sees what people tweet him or who he's following. I'd like to think that if he had any clue how things were being run that he'd tell people to get their shit together.

I really hope it doesn't have too much of an effect on his image because, let's be real, enough people already don't take him seriously, he doesn't need things like this adding to that skepticism. Idk, I almost feel that it would be better to turn over control of it to a fan like Kathryn or someone who actually seems to have a clue about Zac and the fandom but is still capable of being objective and making it project focused.

And really at this point, I'd really rather it be him tweeting about what movie he saw or other random crap just so it would make seem more real, less contrived and well...less desperate.
ZacEfron_newszacefron_news on March 25th, 2012 07:02 am (UTC)
Thank you!

I took a bit of an offense earlier (that C cleared up) and I just want to put it out there that I never 'begged' or asked to be followed by Zac, I don't want to be lumped in with those that did that.

I agree with your (and C's comments about Zeefron) and although I don't have a website/blog/or journal to go along with the twitter, it doesn't mean I don't spend the time or effort with researching information. In fact, I spend more time then I should on Zac.

It would be an honor to be followed by Zac's twitter IF it actually meant something and they were following people for their dedication to Zac, his career and for providing legit information, rather than just the reasons C mentioned (the username and # of followers). It appears as if they did an "Efron" search and just followed the first twitters that came up.

Unfortunately a lot of people do think the accounts being followed by Zac are one step closer to him - it's the reason why myself and the the Zac Protugal twitter are getting bothered by people asking for shoutouts or with help getting Zac to notice them. I'll say it again - it's been more of a hassle than anything else.

Whomever is running the twitter is probably not even reading their timeline. If they were (for example) I would think they would be more interested in RTing the information I posted about Zac's appearance on Jay Leno than RTing a link to TLO website that another Zac twitter posted (information that has been out and posted numerous times already). Why did they even find it necessary to RT such a thing? IF they wanted the information out there - it should have been tweeted directly and not through an RT. The post I am referring to is this one: https://twitter.com/#!/ZacEfron/status/183599188330815490

And because they RTed that - other twitters that are followed by Zac are continually, purposely tweeting information similar to that or anything else they can find in hopes of getting noticed.

In my opinion, IF it was being handled properly, such information about an appearance is a bit more important than RTing information that has already been seen - numerous times.

(I'm just using myself and my tweet about Jay Leno as an example to get a point across). As I had stated in my tweet to C (above) - the person handling the twitter should have access to the resources and THEY should be the one posting the information about his appearances because they are the ones that have the information first - long before we find out about it through searching. That is the type of information that we want to know - not the crap they have been tweeting.
(no subject) - Efron Portugal on March 25th, 2012 06:26 pm (UTC) (Expand)
(no subject) - zacefron_news on March 25th, 2012 09:11 pm (UTC) (Expand)
It's Audrey not Aubreyaudrey_za on March 25th, 2012 02:00 am (UTC)
Image and video hosting by TinyPic

Effort and research were faulty in the opening of Zac's Facebook, WhoSay and Twitter accounts. If an "official" online presence is desired for him, the strongest introduction would have entailed even a fraction of knowledge regarding past, and at the very least basic understanding of his current web standing.

I've known Kathryn and worked on Zefron.com for almost 4 years and I was disappointed to see the slight to both her and his very first fan site. (I'm well aware Zefron is not always ~first~ with information, but the longevity stands and she is someone whom I believe to be more than 'just another fan' as there's a personal relationship with Zac and members of his immediate family.) That being said, I know it's not Zac himself tweeting, hence there's no direct ill-will nor personal vendetta behind the incident, but it was unfortunate. That coupled with the off-kilter RT's and liberal use of "I" is a glaring red flag that overall awareness is lacking, as many of you have already stated.

I do hope things will improve (as this is hardly the worst example of a verified account 'gone rogue'), but the problems are apparent. A re-structuring of sorts wouldn't hurt. It wouldn't hurt at all.
The Writers Denmusewriter on March 25th, 2012 02:02 am (UTC)
just here for the gif, tbh. Perfect choice, Audrey.
(no subject) - audrey_za on March 25th, 2012 02:07 am (UTC) (Expand)
(no subject) - musewriter on March 25th, 2012 03:30 am (UTC) (Expand)
(no subject) - audrey_za on March 25th, 2012 03:32 am (UTC) (Expand)
(no subject) - musewriter on March 25th, 2012 03:38 am (UTC) (Expand)
Shruticalcified on March 25th, 2012 03:25 am (UTC)
I love that his twitter sucks tbh. It's funny! YOTO THAT'S THE MOTTO
It's Audrey not Aubrey: Laughaudrey_za on March 25th, 2012 03:29 am (UTC)
YOTO is good, ngl. Would chuckle again.

Image and video hosting by TinyPic
(no subject) - calcified on March 25th, 2012 03:46 am (UTC) (Expand)
ZacEfron_newszacefron_news on March 25th, 2012 07:23 am (UTC)
Great post C!

I've read through almost all the comments. I didn't expect there to be so many comments by the time I was able to post.

I've made several comments above, so I am not going to make this too lengthy.

In addition to being disappointed with how the twitter is run, I am also disappointed in the Facebook page which I came thisclose to 'unliking" last night when they posted the fan pic and then requested others. That's not what this whole media thing should be about. Yes - it is about the fans - but it's about promoting Zac and his career and providing information for the fans and potential fans - not about promoting his fans and who took a picture with him and who called him hot, etc.

I don't even want to get started on all the grammatical errors in Zac's bio on his WhoSay account and in other places. I'm embarrassed for him TBQH.

Thus far, the only new items his team have provided was the picture in the helicopter during his trip to Brazil and the video with Zac introducing the TV Spot. The other WhoSay uploads were meaningless and that photo with The View logo is just pathetic, as was The Today Show pic. The least they could have done for The Today Show was posted a picture with Zac actually in it - considering the caption they used.
rio_livrio_liv on March 25th, 2012 07:40 am (UTC)
I couldn't agree more with all these.I was really disappointed about how they run his account.They surely don't know about this and I'd rather to see less than 10 tweets about his new works promo from this twitter account every year...instead of these FF things or random thoughts from random fans...
what in the worldpolly_amore11 on March 25th, 2012 01:38 pm (UTC)
Whether he likes it or not, social media is nipping at his heels and he should really take the time to find a way that works best for him to make this happen. Following the likes of Tom Cruise is probably a good idea. For himslef, for his fans.

EVERYONE here by now must realize what an ugly, horrifically mean, narcissistic place the net can be...and yet hopefully most of have learned to rise above that and use it for the wonderful ways it can connect us.

I'm hopeful that Zac will figure out a way to be as comfortable with it as he can.
Miranda gives everyone a chancemirandagirll on March 25th, 2012 05:28 pm (UTC)
I think Zac doesn't want any involvement in social media, but his team wants him to have a social media presence thus what we were seeing: someone who doesn't know Zac or his fans, at all, running "his" twitter.

Like someone mentioned earlier, I don't even think Zac's team even gave him the login to his own twitter.
(no subject) - polly_amore11 on March 25th, 2012 05:35 pm (UTC) (Expand)
Bee: WTF - Penguinsjeezbee on March 26th, 2012 08:51 pm (UTC)
One final comment...

The Twitter was created to promote his movies, esp TLO. The biggest complaint from Sparks fans and non-Zac-fans is that he is a Disney star. Why on earth would you then reenforce exactly that? Can you be more tone-deaf?

It's mind-boggling to me that they are exclusively catering to the small remaining number of tweens/tween which are the loudest (as in begging him for follows and tweeting obnoxious praise just to get a retweet) but in reality, this is not a huge number. I've been following twitter search on Zac's name for a long time (as have some others who have commented here) and it's in reality a comparably small share which can be also seen by the fact that Zac's initial follower count is rather embarrassing. Would he still have that many t(w)een fans like at the height of his stardom in 2007-2009, his follower count would have hit easily 500k by now even with less than 10 tweets. Those fans are just incredibly "noisey" and produce a big volume because they tweet everything 50 times. And they are an incestuous group. They don't reach new people or casual fans with their tweets... their followers are also people how belong to the same group.

Of course the follower number is going up now with a faster rate than in the 2 weeks before but that's mainly because someone is tweeting at all and fans are still discovering the Twitter after Zac said for years he doesn't have one (I see enough comments in Twitter search about that).

Plus, promo for TLO has just started, so obviously people are now remembering Zac. As a matter of fact, a HUGE number of tweets are about how Zac seem to have suddenly grown up and is a man now... and not so High School Musical anymore. So, why on earth would you counteract that by making him look like a teen heartthrob on "his" Twitter.

If I were Zac, I would be embarrassed about this Twitter.

Edited at 2012-03-26 09:15 pm (UTC)