Content from more than 50 popular celebrities, along with newsfeeds from Viacom entertainment properties, comprise a new chatter stream that went live yesterday for myYearbook‘s 20 million members. Distributing their tweets over multiple services to increase their following can serve the celebrities’ fans and bank accounts. As Social Times reported in February, brands may be doling out as much as $10,000 to place their ads on a celebrity’s Twitter stream. The more followers, the more the brands are likely to pay.
Celebrity Chatter subscribes members to the stream, providing options to follow, friend and interact with those celebrities and feeds of their choosing. It complements other chatter streams for friends, nearby members and the entire myYearbook membership. Celebrities who joined Celebrity Chatter for its launch – such as Lady Gaga, Miley Cyrus, Rihanna and Jason Derulo – received a $2,500 donation towards the charity of their choice from myYearbook, which has given hundreds of thousands of dollars to an array of organizations through its charitable giving Causes application.
The Celebrity Chatter stream includes status updates from the celebrities, the majority of which were observed to have originated from Twitter. Without leaving the stream, members can ask questions of the celebrities using the site’s Ask Me Anything feature and view responses to questions to which the celebrities respond from those submitted by all members.
myYearbook reports that, according to comScore, it is one of the 25 most-trafficked sites in the United States as measured by page views, by minutes and by minutes per visitor per month. “myYearbook is the fastest growing social networking site in the U.S,” said Geoff Cook, CEO of myYearbook. “Celebrities have begun to realize that our growing platform and membership demographics make myYearbook a fantastic destination for reaching their fans through social media.”
“myYearbook’s members can now access our exclusive music video premieres, get the latest buzz on their favorite MTV and VH1 shows, and receive real time pop-culture, celebrity and entertainment news from thefablife.com and mtvnews.com – all without ever having to leave the stream,” said Kristin Frank, Senior Vice President and General Manager of Viacom’s MTV.com and VH1.com.
A spokesperson for myYearbook described Celebrity Chatter as less of a “do-it-yourself” solution for celebrities than other social media sites in part because myYearbook puts their posts in a tab on its home page for all myYearbook users to follow. At launch, individual celebrity pages consist of status updates, Ask Me Anything responses and photos. There is no audio or video content, such as is found on celebrity pages on MySpace, nor is celebrity content organized by contextual themes. For those want their fix of celebrity postings straight up, CelebrityTweet has been collecting and aggregating tweets from celebrities on its platform since October 2008.
The announcement from myYearbook cited Viacom’s MTV and VH1 as the exclusive entertainment news providers for Celebrity Chatter. At launch, the news was pulled from Twitter and consisted of a mix of stories about celebrities and promotions linked to Viacom content. Viacom was in the news this week when it announced its board of directors approved a regular quarterly cash dividend to stockholders beginning with the current quarter and authorized a resumption of the it’s stock purchase program.