Final Essay

Ever since the turn of the 20th century, technological advancements have been occurring, and the rise of social media has had a large impact on just about every aspect of our everyday lives. A lot of this change has brought about different mediums of communication. From phone calls to texting, however the new phenomenon is twitter, along with many others, which has become the new social norm of communicating. Twitter is best described as a social networking and also able to be used as a blog where before you begin typing you are asked the question, “What are you doing?” and you respond to the question and your followers can see what you are doing. As more young adults access these networks, all the popularity brings it to the parent’s ears

The fan base believes that by using products and or advocating for the same people as their idols, that these fans are becoming closer or more like the celebrity that they love. “There is the potential to boost sales drastically, especially when the consumer believes the product or service is actually used by the celebrity him or herself.” (Lily Bradic, 2015). Brands are willing to pay top dollar for these celebrities because simply idols sell. The brands expect to be able to receive an absurd amount of revenue in return for these celebrities and no celebrity is going to turn down easy money. A perfect example of people desiring to be like a celebrity so they buy an extremely expensive product is the Nike, Michael Jordan shoe brand. Every single basketball player across the world has related themselves to Michael Jordan in one way or another wanting to be, “Like Mike” the famous quote from the movie Like Mike in the early 2000’s. Jordan inspired all age groups from youth to elderly making a huge opportunity for Nike to take advantage. They paid Jordan top dollar to represent their brand and saw extreme returns in revenue, “In 2009, statistics showed that Jordan continued to boost Nike’s bottom line with the Jordan Brand taking 75%

However, recent studies done by Texas tech indicate that the conversation rate of products is at a higher rate when they use social media to advertise. (Jayson Demers, 2014) When choosing a celebrity to promote your product through twitter it is crucial to take all aspects into consideration. The vital ones include, “what fan group demographic a celebrity has, how many followers they have, how much it will cost for that celebrity to promote you.” (Kate Walters, 2012) Social media marketing has become so common that now 97% marketers are using it to advertise their brand. (Michael Stelzner, 2014). According to Jayson Demers brand Recognition is a huge aspect of being able to produce revenue through advertising. Brand recognition is defined as, “The public audience being able to recognize a company’s brand through specific imagery, slogans, or catchy market ideas that specific company has only.” (dictionary.com, 2016). For example, McDonald’s is recognized for its red and yellow bright colors, as well as its catchy commercial ending, “I’m loving it!” By companies and corporations having brand recognition, individual human beings remember these signs and are reminded by things other than just watching the commercial. Sticking with our McDonalds example, if