Brittney’s account is called ‘therealbritney’, but it initially read more like a collection of abbreviated press releases than anything else. Talking about things like “Britney’s new YouTube channel” and asking “Have you joined the Britney social network yet? Connect with other Britney fans…” was a great way of undermining the description of it being ‘the Real Britney’. In fact, it looked like a naive way of promoting her website, and felt like a wasted opportunity. When social media tools do no more than offer an alternative feed of existing content, there’s not really much point.
Gary Vaynerchuk took Britney and her team to task in this video (“I applaud Brit or her team for jumping in this space but I really think she is taking the wrong approach and should take control of the situation RIGHT NOW!”) and I was very impressed to see Lauren Kozak, Britney’s social media director, actually paying attention and reacting within 48 hours of Gary’s post. First of all, she replied to his video with a thoughtful comment as well as an acknowledgment via Twitter, which earned her an equally thoughtful response from Gary.
What really impressed me was that the team immediately started labelling posts with the author’s name, so now we get updates like
We’re talking about Brit’s next video tonight. They wanted real animals, but Britney vetoed- she’s allergic to horses. Posted by Andrew. [
I want to thank all my fans for making Womanizer #1. I’m recording my new album & hope you guys are blown away. Thank you so much! ~Britney [
Full marks to Lauren for understanding a bad situation, defusing it quickly and massively improving Britney’s Twitter feed in the process.
Britney joining Twitter is no doubt a milestone. It marks a step in the journey of Twitter (and other social media tools) becoming properly mainstream. It’s clearly a bumpy ride, but let’s hope that everyone who follows has learned something about authenticity.