Hollywood marketers and A-list celebrities themselves are paying close attention to the intersection between star power and social media. These two factors can mean more effective and less marketing spend by utilizing digital marketing tactics that cut through the excess to reach targeted consumers directly.
But in order to achieve this celebrities/key figures need the social capital otherwise known as an arsenal of Twitter "followers" and Facebook "fans" that will pay attention. Film and TV studios admit that social capital is increasingly becoming part of the conversation when making casting decisions. So instead of waiting until a single film is released or a celebrity endorsement is announced, many stars are hiring firms to bolster their online fan base.
Some of Hollywood's elite, Mark Wahlberg, Charlize Theron, Jack Black, Eddie Murphy, Hugh Jackman, Usher, Pitbull and LMFAO, just to name a few have enlisted a start-up social media company called The Audience to help them expand their social network. As a result, there's a stampede of start-up companies springing up all over the globe to offer their services.
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