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article imageSocial media endorsements may prove lucrative for Charlie Sheen

By Bill Lindner     Mar 9, 2011 in Entertainment
Being fired from "Two and a Half Men" hasn't stopped Charlie Sheen from seeking the limelight. Because of America's love affair with celebrity train wrecks, a social networking endorsement deal could make Sheen a fortune.
For weeks, U.S. airwaves were inundated by numerous "exclusive" interviews featuring the maniacal appearances of Charlie Sheen spewing a variety of vitriolic diatribes before Time Warner terminated his services on "Two and a Half Men" this past Monday. Sheen may have lost his acting gig, but a recent celebrity endorsement social media deal, coupled with America's love affair with tawdry celebrity behavior, could prove financially lucrative for him.
Being fired from the CBS show hasn't stopped Sheen from seeking the limelight. After all the excessive maniacal television and radio interviews, Charlie Sheen has decided to start broadcasting his own web show titled "Sheen's Korner." However, if you choose to watch one of Sheen's web shows, be aware that they contain a lot of profanity.
A report from the Hollywood Reporter says that Charlie Sheen gained 200,000 Twitter followers the day he was fired, bringing his total followers to almost two and half million. According to the report, Sheen set the Guinness world record as the first person to pass one million followers the fastest, and stands to earn $1 million a year in endorsement deals with the micro blogging site. Sheen twittered his first endorsement for Internships.com when he announced that he was looking for an intern.
In fact, depending on how much the media decides to hype it, Sheen could make a lot of money since being fired. Ariel Stepp, founder of Stepp Up, a PR and marketing company that specializes in celebrity brand integrations, says that demand for Sheen could get bigger. Stepp told E! Online that a beverage brand called Just Chill has publicly offered Sheen $3 million for an endorsement, and though she finds it hard to believe that such a small brand has that kind of money, she points out that brands still see Sheen as a name that can make them money.
Sheen could earn from $200 to about $25,000 for a single Tweet
So far, Sheen has only performed one endorsement, but, as noted by the San Jose Mercury News, when it comes to building a following on social media, nothing beats the combination of being super famous and controversial, and when it comes to making money, the people and companies building businesses on social media services like Twitter may have advantages over Twitter itself.
Recently Sheen inked a deal with Ad.ly -- who specializes in celebrity endorsements on Twitter -- that could earn him $1 million a year. Sheen sought out for help from Ad.ly when he started on Twitter. According to the Hollywood Reporter, Sheen is likely to beat Kim Kardashian, Ad.ly's most prolific celebrity, when it comes to earning cash for Tweets and Facebook ads. Recently Sheen became Ad.ly's newest of about 1,000 celebrity partners who can earn from $200 to about $25,000 for a single Tweet. Microsoft, Hyatt, Toyota and Best buy are a few of more than 150 companies that pay Ad.ly for celebrity endorsed advertising.
Currently, Ad.ly is letting the dust settle as it tries to figure what Sheen's posts are worth and has yet to pair him with a brand. A recent Wall Street Journal report noted that unlike traditional endorsement deals, which may take months to complete, the Ad.ly arrangements are often carried out quickly and don't have a high entry cost for marketers. According to Ad.ly CEO Arnie Gullov-Singh, Ad.ly works with the celebrities to get a feel for his or her interests and find brands that make the most sense. Ad.ly also writes the actual tweets.
Twitter-endorsement deals are reportedly often carried out quickly -- much faster than traditional endorsement deals which can take months to finalize, and there is a relatively low entry cost. Unlike traditional marketing campaigns, brands that market through social media sites such as Twitter often go with more than one celebrity.
In the meantime, while Sheen's endorsement details are being worked out, there is good news for those who have already had enough of Charlie Sheen and his antics. Users of the Firefox and Chrome browsers can download a free plugin called Tinted Sheen that claims to hide most Charlie Sheen related text and images so you don't have to see it.
More about Charlie sheen, Microblogging, Twitter, Facebook, celebrity endorsements
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