How Reddit Rocked Stephen Colbert’s World

One might look at the Effectiveness of Celebrity Spokespeople in Social Fundraisers study (sponsored by PayPal for Nonprofits) and draw the conclusion that all celebrity fundraisers are doomed to fail. But though it is true that many celebrity tweets falls short, the truth is they fail because the celebrity is not very well engaged with his/her community, unauthentic about the cause and/or unwilling to invest an effort. We included one case study in the effort which shows that a big celebrity can rock it, the Stephen Colbert-Reddit case study. Colbert demonstrates that big celebrities can rock it if they are engaged, authentic and willing to work. These should be the three qualifiers of any weblebrity/celebrity fundraiser. Showing the networked celebrity/weblebrity […]

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PayPal Research Shows Strength of Community Trumps Popularity

We live in strange times in which an online following is considered the mark of success. This era of weblebrity seems caustic at times with companies, nonprofits and individuals chasing personal brands for their time. Yet, as we dig deeper we see that real influence online does not necessarily tether itself to the most well known, rather the most engaged. Some research released today, The Effectiveness of Celebrity Spokespeople in Social Fundraisers, conducted on case studies within the PayPal network validates this truth. The paper, my final as a Zoetican and co-authored with Henry T. Dunbar, concludes that online celebrity fundraising efforts are hit and miss. Further some of the biggest names get outpaced by lesser known web-based personalities or […]

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