Not Role Models, But …

We’re always hearing how we shouldn’t expect celebrities to be role models — and with good reason. We’ve heard way too much about “misjudgements” of Amy Winehouse, Alex Rodriquez and everyone on The Hills. Even so, we can learn a few things from the stars. For example, some are using social media in ways that could benefit some businesses.

Be engaging.

Shaquille O’Neal invited fans to play at the mall — not basketball … but tag. He promised to give two basketball tickets to fans who tagged him and said “you’re twit.”

Jane Fonda tweeted and blogged about the Oscars — offering fans insights from someone in the “Hollywood crowd.”

Get beyond corporate talking points.

A recent addition to the New York Yankees, Nick Swisher revealed that the team took a break from spring training to shoot some pool — and that Andy Pettite and Mariano Rivera were the winners. As a Yankee fan, I love the “behind the scenes” details.

Also, Jets defensive star Kerry Rhodes revealed that he cooks his own country breakfast — thanks to lessons from his mother.

Translate an “offline” brand online.

With more than 96,000 followers on Twitter, The Office cult star Rainn Wilson continues his funny-man tradition with clever humor and wit.

Already a mega-brand in his own right, Diddy’s online presence — including Twitter and a slick web site — matches his offline persona.

While celebrities are fortunate to begin with an already established fanbase and a pretty significant platform, social media still requires them to take the same leap of faith facing businesses. Like companies, stars have to shed the talking points, give up some control and be willing to spend the time to engage people. Some celebrities provide a useful roadmap to help brands understand how Web 2.0 tools can foster stronger relationships with fans (a.k.a. customers). For example:

• Can your company promote a contest via social media?
• What insightful “inside knowledge” can you share with consumers?
• Can your company use social media to provide lesser-known facts that will strengthen “fan” loyalty?
• Why can’t companies create a strong online presence that builds upon their strong offline brand?

We’re just starting to scratch the surface. How are your favorite stars using social media? And, what can we learn from them? Also, check out the Athletes on Twitter wiki and feel free to make additions.