Comic Relief is a charity that raises truly impressive sums of money for a variety of excellent causes. Each appeal is assisted by famous performers throwing themselves enthusiastically into raising funds. This year Comic Relief has had a new idea. Many celebrities have twitter accounts. They have many followers. Some of those followers might be persuaded to bid large sums of money in return for … well in turn for the celebrity following the bidder. It is being organised through ebay. One participating celebrity is John Prescott. If you place the highest bid he offers what is known as a “super-follow”. What is a superfollow? The answer is set out in the description of the item you are bidding for:
The ‘Super-Follow’ means that John will do ALL of these things…
1. Follow you on Twitter for 90 days
2. Retweet one of your tweets
3. Send out a tweet including your Twitter @username
You may immediately think this is a brilliant idea. In which case read no further and go off and bid. When you are outbid donate the money another way.
Lots of people have thought it is a terrible idea. Somewhat to my own surprise, I agree with them. Since many a pained celebrity has asked rhetorically “why the upset?” I thought I would try to explain. The problem is one of tone and, ultimately, status. Being famous confers a status on you. I have no doubt most celebrities would vigorously deny that they believe they are “worth” more than any one else. Many, perhaps most, such denials would be entirely sincere. However, the fact is that if you are consistently treated as if you have a special value or status it takes a strong conscience and personality not to start believing it.
In the UK we like our celebrities to at least feign humility. Considerable approbation is available for just doing ordinary things; “He takes the bus! They knit their own jumpers! I said hello and he said hello back! She likes cheese on toast!” Our interest and admiration confer the status and the recipients are required to keep persuading us that it has not gone to their heads.
Before the rise of the social networks the average person’s chances of having their path cross with that of a celebrity were very limited. Interaction would likely be limited to a few seconds strained conversation or an autograph request. Even those micro-bursts of contact would be used to assess a “down to earth” score: “I asked for an autograph and he mumbled something about needing to get to hospital – the bastard”. What makes twitter fascinating is that the possibility of interaction has increased dramatically. For the famous who have grasped the power of the medium it has been a great way to demonstrate to people that all the respect and regard has not gone to their head thereby, perversely, generating still more of both.
Some things don’t work. If you have your PR agency write your tweets, expect disdain. That is not “down to Earth”. If your tweets consist entirely of entreaties to buy your record or watch your programme, expect disdain. If you take the time occasionally to read what is sent to you and compose a reply, you can expect to see your follower numbers tick up at an accelerated rate. That figure, the number of followers, has a power of its own. Who wouldn’t prefer to be in a pitch meeting saying “I have a million followers on twitter – you can be sure people will be interested in the project I am pitching. The buzz will generate itself.” The simple act of engaging with followers in a suitably straightforward way turns followers into advocates and evangelists.
The twist is that despite the fact that we like celebrities to deal with us as if all were equality, there is a thrill associated with having someone with a million followers choose our message to retweet. If they decide to follow us that means that from the dizzying number of those who bombard them with half-formed thoughts they have identified us as consistently interesting enough to be worth that tiny commitment. For many on Twitter, that possibility of direct access to those they admire and the presumed (even if illusory) closing of the status gap, is part of what makes Twitter special. It is against that background that the tone of the bid for “super-follow” has to be judged. What Lord Prescott’s offering implies is:
“In the interests of charity I am prepared to put in the 20 odd seconds of effort that the ‘super-follow’ requires. For 90 days I will give the impression that you are interesting enough to follow. I will take something you have said and retweet it thereby giving the impression I thought it was interesting. Because I have many followers some of my status will be conferred on you. The same result may be expected as a result of me including your twitter handle in a message. However, none of this is genuine. It is an inconvenience to me that I am willing to undertake in the interests of helping others.”
Put another way, what it is does, in the most patronising imaginable way, is to take the very status gap that Twitter is commonly supposed to have eroded and to rub our noses in it. I don’t want someone to pretend to be interested in me for money even if charity does benefit.