Ellen DeGeneres – Final Project

INTRODUCTION           

If you’ve ever flipped through daytime television, you’ve probably come across The Ellen DeGeneres Show. Since 2003, this daytime TV show has captivated audiences of all ages, myself included. It is the second most watched daytime show, behind Dr.Phil. This show has won dozens of Daytime Emmy awards while capturing the hearts of Americans across the country. Many celebrities have appeared on this show along with special guests that have gained their popularity through social media. Her show hosts interviews, music performances and in-person audience engagement events. Ellen curates the latest news and trends while creating an experience that transcends through the television screen. Individuals no longer just sit down to watch an episode of Ellen, they buy her merchandise, wait months for tickets to sit in her live audience and try to catch her attention on social media with different hashtags.  With millions of followers, Ellen DeGeneres has built herself a wonderful show and an equally impressive social media following.

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 Social Media Presence Overview 

Ellen has utilized many different social media platform including:

  • Instagram – theellenshow – 47 million followers
  • YouTube – ellen – 20 million followers
  • Facebook – ellentv – 27 million followers
  • Twitter -theellenshow – 71 million followers

Analysis and Evaluation 

Instagram – Ellen uses the handle “theellenshow” for her Instagram account. Her account has 47 million followers. She utilizes a mix of photos and videos on her account. It seems like most of the content is focused on her tv show, The Ellen DeGeneres Show. There are some links in the caption and the profile picture is an emoji version of her! She has posted more than 4,000 times, and is just a handful of posts away from 5,000 posts! She only follows 292 people, less than .0001% of the individuals that follow her! Her most recent pictures and videos have been content related to her tv show.  She posts pretty consistently, with one or two posts a day. While she doesn’t respond directly to any comments, she still has a lot of comments and likes on her posts!

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YouTube – With her extremely successful television show, there is no doubt that Ellen has found success on the video sharing platform, YouTube. She currently has 20 million followers while using the username “ellen”. Most of the content on her YouTube channel are clips from her television show. She has some “extras” that are outtakes or videos that complement her show. She has the logo of her show as the banner of her channel along with links to her other social media sites. Her website is prominently displayed in the banner as well.  Some of her content is viewed more than other pieces. However, she still has plenty of comments on her videos along with likes and audience engagement.

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Facebook – Ellen’s presence on Facebook has helped her gather over 27 million likes and followers. She has a very light and humorous “About” section that highlights many of her favorite moments. Each of her milestones that is listed in that section directs you to a video or photo about the event. She also includes a link to her personal show website on her Facebook page. She uses a mixture of photos and videos in her posts, but doesn’t seem to ever post using text. In many of her posts, she will tag other celebrities or personalities. Her photo is another emoji version of her and her banner celebrates the 14th season on her show!

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Twitter – Of all her social media platforms, Ellen has the most followers on Twitter. With 71 million followers and 14.5 thousand tweets, she once had the most retweeted selfie. That single post had 3.4 million retweets and 2.4 million likes. This post is pinned on her feed, therefore, every visitor to her profile sees this one picture. This one picture was taken by a fellow celebrity at the Oscars. Her ability to cultivate such a celebrity heavy selfie with a strong social media impression gives viewers a view into her social powerhouse.

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Most of her posts on Twitter relate directly back to her tv show, The Ellen DeGeneres Show. She uses a mix of photos, videos and text posts. Some of the posts are links to her website, while others direct you to other social media platforms. She also is keen to post about some social issues, with the latest being about the recent news about transgendered individuals being banned from the military. The tweet about this topic has been the most recent news about Ellen DeGeneres on Google. A majority of her tweets seem to occur daily, or every other day when there doesn’t seem to be lots of content.

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Commendations and Recommendations 

Overall, Ellen has been able to catch the attention of millions of Americans. She currently averages 3.9 million viewers per episode of her show. However, she has a much vaster social media presence. With more than 20 million followers on her YouTube channel to 71 million followers on Twitter, there is a lot to learn from her plentiful social media use. Part of her social media success can be attribute to her immensely successful television show. Since her show is so popular, her content is coveted, and her social media team (presuming that there is one) has mastered the art of using it to their advantage in gaining a strong social media foothold. Most of the content across her 4 platforms links directly back to her show. She has tailored almost all of her content to her show and promoted it. While she doesn’t directly engage with any of her followers, her followers are extremely vocal. They retweet, like and comment on all of her posts. The lack of direct engagement with her target population might be worrisome, but her current methods still keeps them engaged with her content. Almost everything that is posted on her YouTube, Instagram and Facebook drive the viewer back to her website and her show. This force is extremely beneficial for her brand and her television show. Every time someone clicks on her stuff within these platforms, they are reminded of her television show.

The one social media platform that stands out the most next to the other ones is her Twitter account. This is the only account that she uses for plain text posts. Recently, she “fired back” at President Donald Trump on Twitter for his ban on transgendered individuals in the military. Her use of Twitter and the text only posts make it seem like this account is more directly managed by her. Her tweet about this subject is fitting for her brand, as she has been very open about her sexuality and has shared her story on her show. For some celebrities, it might seem like a risk to tweet on a controversial matter, but this was a risk that Ellen took that seems to have worked for her brand.

While Ellen has been able to build a large following on Twitter, her followings on Facebook and Youtube are significantly smaller. There could be many different reasons for this. One of the reasons could be that her audience base is more Twitter centric rather than Facebook and YouTube orientated. Some individuals are able to tailor their content for specific sites more successfully than other sites.

Something that could also use improvement is the consistency of branding within her social media platforms. Her YouTube and Facebook accounts both have different handles than her Twitter and Instagram handles. Additionally, she has used different graphics on her Facebook and YouTube page. However, it is evident that the Ellen emoji is uniformed between most of the different platforms. By creating more consistency between the different platforms, she might be able to attract more followers that might not be aware that her other sites have different images or handles.

Her YouTube’s lower following could also be attributed to the “ellentube” page that she runs off her website. This page is created by her tv show and allows for her to share videos with her fans and allows her fans to share videos with her and each other. Since she has this other platform for videos sharing, her presence on YouTube might be tampered since individuals have a more direct option of interacting with her in videos. This site also allows for her fans to connect with each other, through uploading and commenting on personal videos that they view.

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Additionally, Ellen’s presence on social media does not stop with the use of Facebook, Instagram, YouTube and Twitter. She has an email sign up where users can get emails from her about her show and anything new and exciting. This provides her with another outlet to share information with her targeted audience. By providing your email address. the PR team can better cater their content since they can utilize statistics like open, click and delete rates. Experimenting with different email headers or titles can help them test if some topics are of more interests to her views than others. Sites like Facebook and Twitter can provide helpful insight, but not to the same capacity as an email newsletter can.

References 

http://www.imdb.com/title/tt0379623/awards?ref_=tt_ql_op_1

http://www.ellentv.com/

https://www.facebook.com/ellentv/

https://www.instagram.com/theellenshow/

https://twitter.com/TheEllenShow/

http://ellentube.com/page/2014/11/05/about/

http://www.ellentv.com/

 

 

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