The saying goes, “Any publicity is good publicity,” but is that necessarily true?
Just ask 14-year-old YouTube sensation Rebecca Black. Black is the pop singer in the viral video, “Friday.” Spring 2011, the video had a crashing effect on the world of social media. Obtaining over 160 million views, the teen singer was instantly introduced to stardom. Sadly, it wasn’t the kind of notoriety most would prefer. Black and her infamous music video were labeled by most as… for lack of better words, terrible.
Publicity can be defined as public awareness. This includes taking the good with the bad. Because of the immediacy of Web 2.0. and the engaging format of social media, Rebecca Black now is a household name. The impact of the video made its way to other social media sites such as Facebook and Twitter. Black currently holds the top position as the most tweeted topic for the first half of this year. Unfortunately, the bulk of the young star’s success can be attributed to the influence of negative comments.
According to the study, “Following The Fashionable Friend,” the generation of publicity through blogs versus online magazines, researchers concluded that blogs (a representation of social media) have a greater effectiveness of gaining publicity versus the online magazines (a representation of traditional media). This conclusion was supported by the idea that blogs foster para-social interaction, the social media version of word of mouth. While we cannot completely compare this study to the Rebecca Black (due to the difference of mediums), we can find similarities and relevant suggestions in the study’s findings.
Social media warrants a certain level of personal interaction. According to the “The Social Landscape,” an infographic by CMO.com, on the social landscape scale, YouTube is a great medium to facilitate a brand, next to Facebook. It is also a good platform for encouraging communication. ARK Music Factory was smart in considering YouTube as an effective venue, but unless used to its fullest potential, YouTube will act like a TV channel (one-way communication). Rebecca Black shouldn’t be blamed for the poor management of communication from her party. The finger should be pointed at whoever choose YouTube as the platform and at whoever failed to maintain the page.
YouTube is a great forum to generate communication, but in order for communication to transpire, both a sender and a receiver need to be present. While viewers bombarded Black’s video with negative and nasty comments, Black’s representation remained nearly invisible on the site. Black herself responded to tweets, but there was never a direct hit on the real source of negativity. It was up until mid June that the original video was taken down.
This video is not the original. It is the correct music video.
This is where a publicist would have come in handy. These conversations were happening and because nobody hit the direct source of negative publicity, the bad press became almost uncontrollable. While much of the bad publicity does come from para-social interaction, we mustn’t discredit the video. The song was poorly written and unfortunately, the real victim is Black who was only responsible for singing the track.
The study highlights that because blogs work best for gaining publicity, transparency is more important than ever in gaining credibility. Social media platforms, because they can be so personal, run higher risks in establishing credibility. As a result, the return of investment is more than likely always worth it. Maybe if Black had established herself as a credible online presence first, she would’ve had a strong foundation of followers to defend her on online forums. There would’ve been more to lose, but on the other hand, much more to gain.