Friday, November 28, 2008

What's the opposite of celebrity endorsement?

I mean... what's the official term for the situation where a person in the public eye and a key influencer of significant amounts of people decides put down or generally voice a negative view about something?

Celebrity derisement perhaps?

Now I've previously commented that Celebrity is not to be confused with influence, but when a person has both of these and they start giving their opinions, people listen and act accordingly.

This was once-again brought to my attention yesterday when Rory Cellan-Jones mentioned Stephen Fry's negative Twitter comments about his new Blackberry Storm on Twitter. It seems that one man is able to make a difference in the successful launch and selling of a product.

The topic must therefore get around to the question of "which celebrity derisement do you need to avoid?" or "which key inflencer's negative sentiment causes the most impact?". How do you find this out?

A theory:
By understanding, measuring and plotting your company's corporate social graph, you can specifically identify your celebrity influencers as well as other key figures (journalists, officials, etc.) and appropriately deal with their positive and negative endorsement.
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