摘要：Social media has transformed the world in many ways, changing the way we communicate, the frequency we communicate and even the time of communication. It has taken the world by storm and the world today is so much different from the world a decade ago. People from across the globe can now talk to each other at any time and business is simply a click away. We can now buy and sell things on-line and even education has been transformed, with knowledge being disseminated very easily across the globe. Social media has greatly influenced the way people to brand themselves, and the power of technology has resulted in many advances through the years. With all this affecting our lives, the effect that social media has had on the Malaysian entertainment industry has yet to be studied. This paper explores how social media strategies have been used as a personal branding and marketing tool, with special reference to the celebrities in the Malaysian entertainment industry. In the initial pilot study presented, it was found that Facebook had helped all the celebrities in building up their personal brand name. The findings also signified the importance of social media strategy, content strategy and communication with fans to gain constant following. The success of the celebrities was attributed to their authencity via personally managed pages and efficiency via mobile management and platform maximisations.
关键词：Social media strategy; Personal branding; Facebook
