Evident Productions

The last two weeks we looked at both Kelly Clarkson, and Chris Daughtry and how each of them perceived Twitter before signing up, and how they’re using it today.  This week let’s take a look at Carrie Underwood’s perception of Twitter.

Carrie Underwood-

Although Twitter has been embraced by many artists worldwide, Carried perception of Twitter remains where it has been for a while.  Carrie told The Boot her view in an interview posted back on October 21, 2009.  Carrie said “It just sounds like organized stalking to me.  I talk to my fan club members and I blog, and they know what’s going on.  But as far as Twitter, I’ll be in a restaurant and I’ll get home and somebody tweeted and they talked about what I ordered and what I was wearing.” She went on to say, “It’s a wee bit of an invasion of privacy.”

Carrie’s perception of Twitter may result from her self proclaimed stubborn perception of things in life.  She’s admitted to making her mind up about things and not prone to change.  However, if Carrie looked at the POTENTIAL that she could use this platform for to engage her fans on HER TERMS, I think her mind would change very quickly.

Now before we go too much further, let me state this is NOT a bashing session on Carrie.  Carrie is an incredible and talented artist in her own right just like the two previously mentioned artists.  In fact at the point of posting this article, Carrie is currently out promoting her latest album release “Play On.”  The tour is so far doing fantastic, and she has had a team behind her that comprises of some of the best in the industry.  Some of her team included people like the production designer Michael Cotten who I worked with on Michael Jackson’s rehearsals for what was going to be the “This Is It” tour.

Carrie’s talent is great.  However, she hasn’t quite figured out the consistency and understanding of how to EMBRACE new platforms of technology and networking.  In addition she hasn't realized actually they will pay back TO YOU and eliminate the problems that she finds perceived in it.  Let’s break it down a little bit.

First Carrie “hates Twitter” because of her perception that it’s a stalking tool.  I would go as far to say that as a result of Carrie’s lack of presence on Twitter, this has leant an open door to what Kelly Clarkson was experiencing.  Impostors and people who were making fake accounts in any way that were trying to create the bogus perception that they were Kelly was a BIG problem.  If Carrie took some notes from Kelly’s experience and what Kelly has found as a result of embracing the technology she’d find that from playing offensively with the technology in turn the result creates a DEFENSE against those bogus accounts.  People WANT TO follow their hero’s, idols, and high profile persona they admire and adore.  When those people don’t fill the void, this gives way to the impostors with little or no counteraction.

Secondly, the “stalking” that Carrie refers to happens to anyone in a high profile position regardless of being an artist, politician or socialite.  People WANT to know what you’re doing, who you’re with, where you’re going, and get your ideas and thoughts about things in life.  This is an inerrant human characteristic that is impossible to avoid in any society.  When Carrie signed on to be a star with American Idol, I’m sure like most she didn’t take this into account.  This is one of the prices that cost as a result of fame and fortune.  However, if you have a game plan that EMBRACES INSTEAD OF STIFF ARMS this concept you can quickly adapt to allowing people to engage in portions of your life while keeping them away from realms you want to keep private.

Take Chris Daughtry for example that we looked at last week.  Chris uses Twitter to post everything from a simple tweet about the weather and his thoughts on it, to an official music release or concert announcement.  If Carrie had an openness to understand how Twitter could help her not only CONNECT but market herself and HER BRAND she would find that Twitter is an incredibly efficient and valuable tool that allows her to connect with her fans and followers and assimilate information instantly to the masses ON HER TERMS.

Although Carrie is I’m sure is in the midst of an intensive touring schedules right now, if she took a step back and looked at herself and her brand promotion she would see Twitter would be more advantageous than she perceives it presently to be.  Carrie currently doesn’t have an official Twitter account although if you do a search for her name on Twitter you’ll find PLENTY of the impostors and people that are trying to impersonate her.

Again Carrie is a great artist, but she needs to understand that SHE ultimately decides the potential of her brand.  Sure management, producers, designers, and other support core personnel have a large hand in it and make immediate decisions for her name brand.  Over the long course of her career however and as people come and go SHE is the one that needs to COMMUNICATE CONSISTENTLY and EMBRACE NEW TECHNOLOGY and COMMUNICATION PLATFORMS to CONNECT with her fans and audience.  When Carrie does this or allows someone in her management to help her understand this, her marketing potential and defensive moves against the bogus accounts on ANY PLATFORM or site will be more powerful than she probably imagines.

Like I mentioned, Carrie doesn’t have a Twitter account.  However, if you want to read the article that she discusses her view points about Twitter, you can check it out here:

http://www.theboot.com/2009/10/21/carrie-underwood-interview-11-questions

Next week we’ll wrap up this discussion with comparing all 3 and their perceptions, view points, and embrace of Twitter as a communication platform and the resulting impact it’s made on their fan base and careers.

Do you think Carrie’s approach and her perspective of why NOT to use Twitter is valid?  Do you think this is hurting her potential connection and growth of her fan base?