How Kylie Jenner should really use her power (opinion)
Kylie Jenner Kylie
Kara Alaimo  an assistant professor of public relations at Hofstra University  is the author of " Pitch  Tweet  or Engage on the Street: How to Practice Global Public Relations and Strategic Communication ."  She  was spokeswoman for international affairs in the Treasury Department during the Obama administration. Follow  her  on Twitter @karaalaimo . The opinions expressed in this commentary are solely those of the author.
"sooo does anyone else not open Snapchat anymore? Or is it just me... ugh this is so sad  " Kylie Jenner  tweeted the day before.
Earlier this month   Jenner 's picture of  her  baby Stormi got more likes than any photo ever before on Instagram. And celebs don't just capture the attention of America on social media. They also profoundly influence behavior. A 2014 study by Defy Media found that 63% of millennials would take a YouTube celebrity's advice to check out a company or product.
And while celebs sometimes talk about social issues on the Internet  regrettably  it isn't their usual focus. Wouldn't it be better if our conversations on social media focused on things like what our country should do about health care  immigration and the opioid epidemic  rather than what brands celebs like  Jenner  are wearing?
Social media companies should also pay more attention to users themselves. Well before  Jenner 's tweet   more than 1.2 million people signed a Change.org petition letting Snapchat know they didn't like its new layout. If Snapchat had responded to these people faster  the company wouldn't be facing the losses it just experienced.
On Thursday  Snapchat became a victim of the undue influence  Jenner  wields in America. But companies like Snapchat are also part of the solution. They and all of us need to start paying less attention to celebrities and more attention to the people in our society who really matter.
Kara Alaimo  an assistant professor of public relations at Hofstra University  is the author of " Pitch  Tweet  or Engage on the Street: How to Practice Global Public Relations and Strategic Communication ."  She  was spokeswoman for international affairs in the Treasury Department during the Obama administration. Follow  her  on Twitter @karaalaimo . The opinions expressed in this commentary are solely those of the author.
"sooo does anyone else not open Snapchat anymore? Or is it just me... ugh this is so sad  " Kylie Jenner  tweeted the day before.
Earlier this month   Jenner 's picture of  her  baby Stormi got more likes than any photo ever before on Instagram. And celebs don't just capture the attention of America on social media. They also profoundly influence behavior. A 2014 study by Defy Media found that 63% of millennials would take a YouTube celebrity's advice to check out a company or product.
And while celebs sometimes talk about social issues on the Internet  regrettably  it isn't their usual focus. Wouldn't it be better if our conversations on social media focused on things like what our country should do about health care  immigration and the opioid epidemic  rather than what brands celebs like  Jenner  are wearing?
Social media companies should also pay more attention to users themselves. Well before  Jenner 's tweet   more than 1.2 million people signed a Change.org petition letting Snapchat know they didn't like its new layout. If Snapchat had responded to these people faster  the company wouldn't be facing the losses it just experienced.
On Thursday  Snapchat became a victim of the undue influence  Jenner  wields in America. But companies like Snapchat are also part of the solution. They and all of us need to start paying less attention to celebrities and more attention to the people in our society who really matter.