Does your brand reach out to influencers on social media? Last week, Instagram star Essena O’Neill made headlines all over the world after announcing she was quitting social media. Her attempt to ‘uncover the truth’ behind social media divided public opinion, with some praising her courage and honesty, and others skeptical of self-serving motivations.
This week, the Brand Newsroom team discuss the Essena O’Neill story in regards to the social media profiles of brands. What is the impact of celebrity culture on social media, and should brands seek out influencer endorsements online?
It is easy to turn on O’Neill because she blew the whistle. She is one of many faux celebrities stooging their gullible audience. The problem is that too much of our world is shallow because they are ‘busy’ and their take on reality is augmented by hype. Over time the hypers lose sight of the fabrication and believe it to be true. Demand for products and services is shrinking - it is therefore productive for competitors to blow the whistle on overblown statements, exposing untruthfulness and questioning trustworthiness of operators. Trust like virginity is something precious and once tarnished is lost forever. Maybe reputation needs to return to something that is built by third-parties over many years of direct involvement. This also raises questions about the role of the media, is it reporting news and information; or more about making ‘stuff ‘up for entertainment and commercial reward?