Hard work pays off. Just look at celebrity blogger, Perez Hilton. Named by Forbes Magazine as the #1 Web Celeb for 2007, 2008 and 2009, Hilton is one of the most relevant examples of how social media, if used for what it’s worth, fosters effective personal branding. Hilton’s social media use has generated enough exposure for himself that he not only does he have a full time job, but he is also frequently presented with several other job opportunities as well.
Hilton’s claim to fame comes from his bold, scandalous Hollywood gossip blog. His vibrant personality paired with his outspoken nature has created a following, a community, around himself and his work. His apparent success has networks like Oxygen and E! calling to offer positions such as reality show host and fashion commentator. Perez is being paid to just be him, the goal of any self-brander.
Like any smart social media guru, Hilton recognizes the many communities in which he thrives. Last fall, devastating news rocked the gay community after the world learned of consecutive gay teen suicides that were prompted by peer bullying. Hilton, a homosexual himself, chose to stand at the forefront. The celeb blogger, emotionally moved by the tragic events, vowed to stop bullying himself. The vow was attention grabbing amongst the blogging community for Hilton’s trademark was his cutthroat analyzing. The change of attitude did not slow Hilton down in his devotion to the cause online.
Using his resources as a popular blogger, he has helped promote the campaign, “It Gets Better.” The campaign is a viral effort to help raise awareness and help stop suicide among homosexual teens. Hilton’s role in the campaign not only displays his values, but it also reveals a multidimensional layer to the blogger. This level of personality helps audiences emotionally connect better with the brand (in this case, the brand being Hilton). It is the idea of connectedness. It is through this connection that Hilton is able to engage his audience in order to distribute information and provoke organic arousal of the subject. More specifically, it could be in the form of a retweet on Twitter or a shared video on Facebook.
Video plays a huge role in the success of this campaign. The emotional appeal granted by the combined elements of sound and sight truly triggers a sense of obligation within the viewer. This ripple effect, facilitated by YouTube, had famous figures such as President Barack Obama, Anne Hathaway, Ellen DeGeneres and the staffs of Google and Facebook (just to name a few) making their own videos to support the cause. The response is extraordinary and the exposure of the cause is phenomenal. Before the birth of YouTube, would this even have been possible?
Hilton is the perfect example of a self-branded professional in the 21st century. It is undeniable to admit that Hilton could not have done what he has done without the capabilities of Web 2.0. Through his blog, YouTube channel, Twitter and Facebook page, Hilton is able to leave an effective and frequent impression on his audience, something that was not guaranteed with traditional media. Thanks to two-way conversation and online interaction, Hilton is able to cause a stir and get people talking.