Memorandum To:
D. Grothues
From:
K. Evans
Subject:
Twitter Memo Assignment
Date:
19 September 2016
The purpose of this memo is to present my analysis of the twitter accounts belonging to a person of interest, a nonprofit organization, and a for-profit company. In my analysis, I have identified the similarities and differences in the way each microblog runs its own account.
Summary I followed and analyzed the twitter accounts of Jaden Smith; a celebrity, Freedom and Fashion; a nonprofit, and Louis Vuitton; a for-profit company. Each entity uses its microblog in a way that is unique to their business and or personal goals. The degree of interaction between followers tends to decrease from Jaden Smith to Freedom and Fashion down to Louis Vuitton.
Jaden Smith Jaden Smith is a celebrity. He is a style icon, actor, musician, fashion designer and son of the famous actor Will Smith. He is known for his unconventional sense of fashion that champions gender fluidity and was the star of Louis Vuitton’s Spring/Summer 2016 womenswear campaign. His Twitter account has 5.82 million followers. He runs his own Twitter account and the account reflects his personal style, it is kind of out there and random. The account cultivates the strange laid-back cool vibe Jaden Smith is known for.
General Twitter Content The majority of tweets posted by Jaden Smith consist of: • • •
Sporadic unrelated threads of thought Personal photos, artwork, and music Promotional materials o For his fashion brand MSFTS o For other hip hop artists o For brands & projects he collaborates with or works on i.e. Louis Vuitton
Engagement with Followers Jaden does not directly respond to individual followers unless they are other celebrities, friends or persons of interest. He often retweets the tweets of his friends. He does address his followers as fans and often tweets his appreciation for them.
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Style of Engagement Jaden’s twitter account runs very informally. His tweets are often incomplete thoughts and the general stream of content on his account does not seem to follow any pattern. Example Tweet: If It's Lit, It's Truly Lit
Response to Current Events and or Controversy Jaden does not respond to personal controversy on his twitter though his tweets have been the center of controversy in the past due to their strange and erratic nature. He does address politics through posts of personal art and music often condemning Donald Trump. He also tweets and retweets messages about environmental issues like advocating for the use of reusable materials.
Freedom and Fashion Freedom and Fashion is a nonprofit organization that mentors at risk youth and survivors of the sex trade through beauty and fashion design workshops taking place in Los Angeles and Bangladesh. They promote women empowerment and collaborate with other fashion related businesses to do many charity fashion events focused on putting an end to the sex trafficking of women. Their twitter has 1,461 followers. Their twitter account is more professional than Jaden Smiths but not as serious as Louis Vuitton. Their tweets are colorful and diverse much like the women they aim to aid.
General Twitter Content The majority of tweets posted by Freedom and Fashion consist of: • • • •
Inspirational text images and quotes Requests for volunteers, mentors and donors Promotion for events they are hosting Updates on work they’re doing within the company
Engagement with Followers Freedom and Fashion often tweets and or retweets pictures and videos of their program mentors and the girls who participate in their workshops. They tweet many messages of support to their follows especially the businesses they have collaborated with in the past. They tend to engage directly with individuals who have either mentored or participated in the programs in the past.
Style of Engagement Freedom and Fashion’s account runs slightly more formal but still pretty casual. Their tweets are more often images than plain text. There does not seem to be a pattern in their tweets.
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Response to Current Events and or Controversy Freedom and Fashion has tweeted in support of France following the terrorist attacks that occurred during the summer of 2016.
Louis Vuitton Louis Vuitton is a huge internationally known fashion house that has been around since 1854. Their twitter has 5.72 million followers. Their twitter account is very professional and selfpromotional; this reflects the corporate business nature of the account. The clean look of their page mirrors the high-end quality of their products and seeks to attract potential buyers who have that high-end quality taste.
General Twitter Content The majority of tweets posted by Louis Vuitton consist of: • •
Self-promotional advertisements Images of celebrities wearing the brand
Engagement with Followers Louis Vuitton does not engage with its followers directly or on an individual basis. Their interaction with followers consist of retweeting celebrity endorsements or images of their products on persons of interest or tweeting support to organizations and clubs they sponsor.
Style of Engagement Louis Vuitton’s account is the most formal of the three entities explored. They use formal writing styles. The majority of tweets from Louis Vuitton are images. Their tweets follow a pattern alternating between self-promotional advertisements and celebrity endorsements. Example Tweet: Léa Seydoux wearing #LouisVuitton by @TWNGhesquiere to the Premiere of #ItsOnlyTheEndOfTheWorld in Paris
Response to Current Events and or Controversy Louis Vuitton’s account does not address current events or controversies; the account chooses to focus only on the image of the products the fashion house produces.
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Works Cited
Freedom and Fashion (FREEDOMnFASHION). “#Mentorship is one of the greatest gifts you can give another person. #WeLOVEourmentors” 29 Aug 2016. 5:31 pm. Tweet. Freedom and Fashion (FREEDOMnFASHION). “#BTS of today's shoot! Thank u to @sechoirtv, @stellaandjamie, & every volunteer that came out help! You all rock!” 19 Aug 2016. 9:19 pm. Tweet. Freedom and Fashion (FREEDOMnFASHION). “Today our ED, Laverne Delgado-Small joins the @FIDM students on campus to talk #Fashion & #Philanthropy!” 9 Aug 2016. 12:12 pm. Tweet. Smith, Jaden (Officialjaden). “If It's Lit, It's Truly Lit” 16 Sept 2016. 8:02 pm. Tweet. Smith, Jaden (Officialjaden). “.@KendallJenner, @officialjaden and more help @bep remake 'Where Is The Love': http://mtvne.ws/dX8Yar ” 1 Sept 2016. 7:37 am. Retweet. Smith, Jaden (Officialjaden). “.@officialjaden encourages everyone to replace plastic water bottles with renewable bottles #PowerOfYoungHollywood” 16 Aug 2016. 9:42 pm. Retweet. Smith, Jaden (Officialjaden). "Non-binary icon" 8 Aug 2016. 10:08 am. Tweet. Vuitton, Louis (LouisVuitton). “Léa Seydoux wearing #LouisVuitton by @TWNGhesquiere to the Premiere of #ItsOnlyTheEndOfTheWorld in Paris” 16 Sept 2016. 7 :32 am. Tweet. Vuitton, Louis (LouisVuitton). “Jennifer Connelly wearing #LouisVuitton by @TWNGhesquiere to the #AmericanPastoral Premiere during the #TIFF16” 12 Sept 2016. 6 :00 am. Tweet. Vuitton, Louis (LouisVuitton). “Congratulations to @ArtemisRacing for their win at the @LVACWSToulon Races! Full story at http://vuitton.lv/2c4WvHF” 12 Sept 2016. 2:57 am. Tweet. Vuitton, Louis (LouisVuitton). “#LVParfums Seven unexpected emotional journeys, available tomorrow in #LouisVuitton stores http://vuitton.lv/2bBf0mF ” 31 Aug 2016. 3:35 am. Tweet. Vuitton, Louis (LouisVuitton). “#LVParfums A legacy of Fragrance firmly anchored in the history of the Maison #LouisVuitton” 8 Aug 2016. 8:15 am. Tweet.
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