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Aug 13th
04:42 pm
Zac's message from his BlackBook photoshoot  

Zac Efron on WhoSay

A tweet/fb or two:

Mood: cynicalcynical
24 24 comments Comment
The Writers Denmusewriter on August 14th, 2012 03:25 pm (UTC)
The thing I don't understand is, assuming it's the same person who handled his accounts during TLO promo, she handles accounts for Channing Tatum and Nicholas Sparks as well and WB (I think). You would think someone who handles high-profile accounts would be well aware of social media etiquette (i.e. don't impersonate the celebrity). It's kind of mind-boggling how badly they screwed up around TLO promo though they did get better, it wasn't by much. Take one look around Twitter and there are people who are pissed at "Zac" for abandoning his account. It's kind of crazy but just another consequence of mismanagement I suppose.
Beejeezbee on August 14th, 2012 05:14 pm (UTC)
She works for studios like WB only on a case by case base afaik.

In regards to impersonation. That's actually fairly common. Both, Sparks and Channing are impersonated. And a LOT of celebs esp music artists have their management tweet for them at least partially.

But there is a difference to Zac imo.

For one, the person doing the tweeting on Zac's account just can't match his style, not even remotely. I can eg see the beginning of yesterday's tweet coming from Zac ('made a new friend') but the second part of the tweet is clearly not him. And examples in the past were even way worse. By default, ghost-tweeting is most of the time less the celebrity but Zac's SM person doesn't really know him at all.

Secondly, and more importantly, the celebs who get impersonated typically want to be on twitter and just use a SM person as a convenience. Having a ghost tweeter takes care of doing the research to get the proper links for whatever you're chilling, makes sure nothing is forgotten, optimizes stuff, etc. Having a SM person is taking care about all the thing which need to be tweeted/posted without having to worry about anything. But the celebs themselves are perfectly fine with having a permanent online presence. And most of them tweet themselves in between, often with personal stuff.

Zac on the other hand, still doesn't really want a twitter and be present and accessible 24/7. He just has one because he knows of the necessity of selling his movies. Unless his personal opinion has changed recently Zac has always wanted to remain as private as possible and that was the reason why he never got a social media presence before. Tweeting himself (or should I rather say having tweets in 1st person) creates the impression that Zac is 24/7 accessible for his fans on his twitter, even when he isn't. That's why having 'Team ZE' tweet in 3rd person most of the time is a much better strategy for Zac imo. It still allows him to maintain the idea that he's not ~really~ on twitter and is not accessible through it. Plus, it makes the few times where he actually comes online and tweets himself all the more special. It's the same concept he's applying to his PR as well; he's trying to stay out of the media for most part and not giving permanently random interviews either - less is more.

The other aspects which apply to actors more than other celebs, if you have a SM person tweeting in 3rd person, you can be much more blatant about promotion than doing it in 1st person (I know Channing does that but he's not Zac); at least it doesn't come off as self-centered as doing it in 1st person.

I just think that for Zac's situation where he still wants to be as much aloof online as he can be, 3rd person tweets are a much better solution.

As for people being pissed about Zac's account being dormant... personally my preferred solution would be to have a few very rare tweets in between promo periods (like 1 tweet every 6-10 weeks or when there is a special work-related occasion like Cannes, TCA, etc) but I rather take dormant over permanent tweets. However, the people complaining should be just ignored imo; those are the same tweens who beg for follows, retweets etc. They will never be happy unless they get to talk with him on a daily base, preferably about his private life and they will never get that anyway. "Normal" followers don't complain because other actors don't tweet permanently either.

ETA: Sorry for the novel. That got longer than even I expected. lol

Edited at 2012-08-14 05:17 pm (UTC)
Sapphirasapphia on August 14th, 2012 08:26 pm (UTC)
:)) I love your novels. Can you write a second volume? :)
kleth on August 15th, 2012 03:21 am (UTC)
"the people complaining should be just ignored imo; those are the same tweens who beg for follows, retweets etc. They will never be happy unless they get to talk with him on a daily base, preferably about his private life and they will never get that anyway"

So right. I just can't believe the credulity of these people. If Zac follows anyone on twitter, it will be people important to him. I can see him following Adam Shankman, but why would anyone believe that he is actually following some unknown teen in Madison, Wisconsin?

Third-person posts are entirely effective for social media strategy. What we want is authentic information, and we can assume that his social media person is not making stuff up like the National Enquirer. The post under discussion here would have been just as welcome and informative if it began, "Zac made a new friend today..." We just like to know what he's doing. Sending fake first-person posts adds nothing to the content, it's just non-genuine and thus shows a lack of respect for the recipients.