This report by Webenza explores the role of Social Media in ‘Celebrity Reputation Management’ & ‘Brand Building’, Social Media Trends of Indian Celebrities:

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CELEBRITIES ON SOCIAL MEDIA

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Introduction:
As Social Media’s popularity continues to grow; connecting people with just about
everything they like, celebrities from various industries are in the space too, trying
to build a better fan base.
In this report, we explore the role of Social Media in ‘Celebrity Reputation
Management’ & ‘Brand Building’, as well as the metrics for measuring the success of
celebrity social media efforts against industry benchmarks through what we call
SMQ – Social Media Quotient.
Synopsis and Context:
1. Channel wise analysis – 5 random Indian Celebrity social media
profiles from the Entertainment industry are chosen for this
report.
2. Social Media Trends – A celebrity even though actively present
on a social media channel might still lack creating an impact.
This report shows the importance of each channel based on
industry specifics.
3. Top Celebrities – Based on the SMQ of the celebrities we arrive
at the top celebrity list across all social media channels.
Social Media Quotient (SMQ) refers to a methodology for calculating a score
by understanding how the celebrity is leveraging social media. It includes:
 Their social media practices
 Engagement levels in social media
 Content and Strategy
 Popularity and reach
 Overall strategy and integration of social media in other official
communication channels.

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Why people follow Celebrities on Social Media
40
30
10 10
They feel Want to know For interesting For chance to
connected about their lives content interact

4. The process www.webenza.com
Calculate SMQ
-Indexing based on Celebrity’s
Online Presence and Social Media
Activities.
-Analysis of social media assets.
Listening & Monitoring-IncPot
-Reactions/Conversations/Mentions
about the celebrity .
-Tracking real time conversations.
Analyze
-Insights into these online activities.
-Identify patterns, tonality of the
conversations.
Compare
-Profile comparison with other
celebrities.
-Share of voice.

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Six of this year’s Forbes top 10 celebrities hail from the
Millennial generation or younger. It’s not a coincidence that the
ones with the most online presence also top Forbes’ list.
Millenials Rule Social Media! Social media mastery is the key to
ranking among the most powerful celebrities and thus it is
important for the celebrities to understand that Social Media
will play a huge role in being the gatekeeper for people to pay
for what others suggest on social media.
We picked 5 Entertainment celebs to identify the top celebrities using SMQ.

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Channel wise analysis of Entertainment Celebs
80
70
60
Facebook
50 Twitter
Google+
40 Youtube
Websites
30 Wiki page
Blog
20 Linkedin
10
0
Big B SRK Priyanka Chopra AR Rahman Shreya Ghoshal
Not surprisingly, in overall quotient Priyanka Chopra tops the list
closely followed by SRK with Big B. A.R Rahman and Shreya
Ghoshal are also not too far behind in their social media
engagement activities.

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Social Media Trends of Indian and Global Celebrities
• Twitter is the channel
100
90 INDIAN that is leveraged the
80 CELEBS most by Indian stars
70
followed by
60
50 Facebook, Google+ and
40
27
32 YouTube.
30 19
20 10
10
8 5 4.5
0
•Indian celebs are
0 relatively active on
Blogs.
100
• In case of Global 90
celebs, the presence 80
70
on Facebook and 60
GLOBAL
CELEBS
Twitter is almost at 50 41 39
the same level. 40 30
26
30
20 9
•Activities on 10
4
0 0
Youtube by global 0
celebrities are more
compared to Indian
celebs.

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SMQ of Entertainment Celebs
78.98
64.97
64.49 62.07
59.25
AB SRK Priyanka AR Rahman Shreya Ghoshal
Chopra
Priyanka Chopra tops the list with a Social Media Quotient of
78.98 followed by SRK with a Social Media Quotient of 64.97
Priyanka Chopra’s Social media statistics
3 Million twitter followers
3.3 Million Facebook fans
1.9 million video views on Youtube

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Social media Influencers have the ability to
impact the ideology or actions of others
and also affect other people’s thinking in a
social online community. The more
influencers a celebrity has, more shall be
his social pull.

10. Tracking & Monitoring-Amitabh Bachchan www.webenza.com
Sentiments
Positive Negative Neutral
12%
15%
73%
Gender Distribution
Male Female
Age Distribution 13%
13-17 18-25 26-35 36-45 45+
87%
2%
20%
40%
28%
People talking about Amitabh
10% Bachchan most belong to the
age bracket of 36-45 years followed
by Youngsters.

11. Tracking & Monitoring-Amitabh Bachchan www.webenza.com
Location Distribution
Australia 300
Belize 375
Greenland 493
Canada 497
United Arab Emirates 512
Pakistan 611
Israel 688
United Kingdom 963
United States 2857
India 20460
0 5000 10000 15000 20000 25000
Maximum online Buzz about Amitabh Bachchan has been tracked
in India followed by United States, United Kingdom and even in a
far flung country like Greenland.

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Tracking & Monitoring-Amitabh Bachchan
Source Distribution
Facebook 12
News
Blog
Twitter 88
0 10 20 30 40 50 60 70 80 90 100
Word
cloud

13. Tracking & Monitoring-Shah Rukh Khan www.webenza.com
Sentiments
30%
Positive
Negative
62% Neutral
8%
Gender Distribution
Male
19% Female
Age Distribution
13-17 18-25 26-35 36-45 45+ 81%
13% 2%
35%
27%
23%
People talking about SRK most
belong to the age bracket of 13-17
years followed by people in their
mid-thirties.

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Tracking & Monitoring-Shah Rukh Khan
Ecuador 2056 Location Distribution
Germany 2630
Morocco 2688
United Arab Emirates 2721
Egypt 2758
Pakistan 3473
United Kingdom 3979
Indonesia 7320
United States 15326
India 46737
0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000
Maximum Online Buzz about Shahrukh Khan has been tracked in
India followed by USA and Indonesia.

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Tracking & Monitoring-Shah Rukh Khan
Source Distribution
Blogs 0%
Facebook 16%
News 0%
Twitter 84%
Word
cloud

16. Tracking & Monitoring-Priyanka Chopra www.webenza.com
Sentiments
23%
Positive
Negative
10% 67%
Neutral
Gender Distribution
Male
18% Female
Age Distribution 82%
13-17 18-25 26-35 36-45 45+
10% 0%
34%
18%
People talking about Priyanka
38%
Chopra most belong to the
age bracket of 18-25 years
followed by teenagers.

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Tracking & Monitoring-Priyanka Chopra
Location Distribution
Bangladesh 506
Singapore 571
Ecuador 571
Malaysia 699
Pakistan 767
Australia 964
Canada 1225
United Kingdom 1367
United States 7770
India 22632
0 5000 10000 15000 20000 25000
Maximum online Buzz about Priyanka Chopra has been tracked in
India followed by United States and United Kingdom.

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Tracking & Monitoring-Priyanka Chopra
Source Distribution
Blog
News
Facebook 14
Twitter 85
0 20 40 60 80 100
Word
cloud

19. Tracking & Monitoring-A.R Rahman www.webenza.com
Sentiments
Positive
21%
Negative
48% Neutral
31%
Gender Distribution
Male
7% Female
Age Distribution 93%
13-17 18-25 26-35 36-45 45+
1%
14% 18%
People talking about A.R
36% Rahman most belong to the
31%
age bracket of 26-35 years
followed by youngsters.

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Tracking & Monitoring-A.R Rahman
Location Distribution
Sri Lanka 58
South Africa 62
Singapore 68
Pakistan 68
United Arab… 77
Malaysia 81
Canada 83
United Kingdom 86
United States 389
India 2997
0 1000 2000 3000 4000
Maximum online Buzz about A.R Rahman has been
tracked in India followed by United States and
United Kingdom.

21. Tracking & Monitoring-A.R Rahman www.webenza.com
Source Distribution
Blog
News
Facebook 46
Twitter 54
42 44 46 48 50 52 54 56
Word
cloud

22. Tracking & Monitoring-Shreya Ghoshal www.webenza.com
Sentiments
34% Positive
Negative
58% Neutral
8%
Gender Distribution
Male
7% Female
Age Distribution
13-17 18-25 26-35 36-45 45+
0% 93%
13% 22%
31%
34%
People talking about Shreya
Ghoshal most belong to the
age bracket of 18-25 years followed
by people in their mid-thirties.

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Tracking & Monitoring-Shreya Ghoshal
Location Distribution
United Arab
122
Emirates
Indonesia 125
United Kingdom 259
Malaysia 259
Australia 279
Canada 314
Bangladesh 424
Pakistan 859
United States 2565
India 13261
0 2000 4000 6000 8000 10000 12000 14000
Maximum online Buzz about Shreya Ghoshal has been
tracked in India followed by United States and Pakistan.

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Tracking & Monitoring-Shreya Ghoshal
Source Distribution
Blog
News
Facebook 22
Twitter 78
0 10 20 30 40 50 60 70 80 90
Word
cloud

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Just setting up a profile is not enough.
Establish A Voice
Your opinion is your personality.
Your voice is your brand.
Monologues need to be replaced by
Dialogues;
Contact Webenza for Online Reputation Management .
www.webenza.com
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