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The Nexus of Hollywood and the Internet? Munn’s the Word

The Nexus of Hollywood and the Internet? Munn’s the Word

The Influence Project

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Ashton. Oprah.
Britney. Martha. The single-name celebrities in the offline world who have
parlayed their fame into huge followings online is no secret. But other
entertainers are using social media to amplify a Web following to match their
allure in the traditional arenas of film and TV. While smaller in scale, these
online audiences are often more committed and extend a personality’s reach into
the most distant nodes of the Internet. When nurtured, the cyber connection creates
a symbiotic relationship that takes the combined parts of the online and
offline worlds and presents an exponentially more influential whole.

Olivia Munn is the
former host of video-game channel G4’s Attack
of The Show
and the author of Suck
It, Wonder Woman!: The Misadventures of a Hollywood Geek
(co-written by Fast Company contributor Mac Montandon). She has a regular
role in the new NBC sitcom Perfect
Couples
and also appeared in Iron Man
2
, Date Night, on NBC’s Chuck, and hosted Microsoft’s
Bing-a-thon launch on Hulu. In July, Munn started her job as the Senior Asian Correspondent
on The Daily Show.

 

And she has 172,000
rabid Twitter followers.

I talked to Munn about the cyber migration that is growing in Hollywood.

“I recently had
a friend of mine, a known actress, call me and say, ‘I need you to help me get
what you have,” says Munn as she tools around her Los Angeles home. “And then
she made sure I was perfectly clear on what she wanted, ‘The Internet thing. I
need you to help me get that.'”

At first, Munn
didn’t realize the power her online following gave her. Last year, she signed
on as a spokesperson for the new Volkswagen GTI, and at a launch event VW reps
asked her if she could help make the GTI a trending topic on Twitter. “I’ve
never tried to trend anything on Twitter, ever,” she recalls. “It creates
anxiety for me, it’s like, if I throw a party, will anybody come? I mean, I
feel embarrassed when friends of mine go # and the name of their show and it
doesn’t trend. I’m like Dude, I can see that it’s not trending, everybody can.”

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But she
reluctantly agreed. “In my head I’m like, ‘I’m paid to be here. That’s enough
right? Now they want me to Twitter? It’s going to be so embarrassing.’ But they
were really nice, and I always want to do a good job. So my tweet was something
like, ‘Hey guys, I’ve never done this before, but can we try to trend this?’ It
was very honest, me talking to them. Not like, ‘Hey guys, what’s up? It’s so
fuckin’ awesome. I love this car!'”

Thanks to Munn’s
nudge, the GTI became the No. 6 trending topic for the day. “I thought about
that for days,” says Munn. “Holy shit, how did that work? While some people
might have a million followers, they’re just following them. With me, I guess,
they’re true blue fans and friends and people that support me. So when I
address them, I’m reaching out to them specifically.”

As for her
actress friend with the Internet ambitions, “I told her, I can create a blog
for you and get you onto Facebook. We can get you onto Twitter, get the whole
library ready. But there’s an intangible that you can’t buy and I can’t teach.
People on the Internet see through any dishonesty. So if your intention is, ‘I
want to get what you have. I want them to be my fans,’ they’ll never be your
fans. Because they can feel that you’re trying to use them.”

Follow Mark Borden on Twitter at @marksborden.

About the author

Mark Borden is a Senior Editor at Fast Company magazine. He loosely defines his beat as creativity and how individuals and companies use it to distinguish themselves in the marketplace to attract fans, customers, employees and strategic partners.

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