Celebrities gain followers and fans on their social networking sites by marketing their captive audiences – their fans want to stay updated on their lives. So they use strategies to engage their fans – which strengthen their loyalty, but also to get them publicity, new fans, album sales and movie sales. By providing fans with exclusives, sneak peeks and leaks, they are able to keep their premium fuel burning in the world of social media.
While there are celebrities are not social media butterflies, they are always a talking point thanks to live tweets/status updates from the viewers of their work, their celebrity friends and other media headlines.
Social media is also a great platform for the public mourning at the loss of a celebrity. Fans look to their favourite celebrity to say something which they can then relate to, and can come together with other fans to comfort one another and also to celebrate the life of the person lost.