By Catherine Turner

Celebrity sells, or so the age-old marketing axiom says. In a mass media world, courting the stars of stage and screen has oft proved an effective way of reaching a wider, more engaged audience, lending credibility by virtue of third party endorsement. A super-charged word of mouth, if you will.

But we live in social times, and earning trust in the digital economy requires a different set of tools. Both the nature of celebrity and the means of communication have radically changed: old-school celebrities are transforming themselves into media channels and the rising elite are digital first.

A single tweet from singer Read full story ›

Source: The Drum