I recently became aware of a social media network 'Foursquare' which enables users to 'follow' celebrities in the same way Twitter allows people to 'follow' business, people, industries rather than actually becoming a 'friend' on a network such as Facebook.
My initial reaction was are we not already a culture obsessed with celebrities? There appears to be a growing fascination with the lives of others especially celebrities and consequently how celebrities are managing and manipulating how the public see them. The media is a feeding ground for the narcissism of celebs and this new social network facilitates a growing frenzy of celebrity culture and obsession.
However, the idea is that Foursquare also acts as a recommendation tool for celebrities who can leave posts about restaurants, bars, places of interest, and venues in their city sparked a thougt about its potential. In this respect I can see how Foursquare may become hot property for brands who are looking for celebrity endorsement. If brands and businesses alike want to increase their profile then all they need to do is compromise a way of integrating their name and/or recommendation into a chosen celebrity's status post. However whether or not celebs would do this for a minimal fee would need to be negotiated, as ultimately what would the celebrity actually gain from this?
I do think however it is a new area which should be explored by brands and advertisers, but effectiveness will ultimately depend upon the growth of fans using the site.
Although I do believe we are a culture indulged by the movements of the celebrity, I cant say for certain how well Foursquare will evolve. If I'm not uploading photos and updating my status on Facebook, I'm scanning all the latest tweets or checking my hotmail, or uni email, or reading/writing a blog. So with all these online touchpoints many people are already devoted to, the idea of yet another social media network seems a little unnecessary.