Agencies are struggling with the management of celebrities' social media accounts. Getty Imagebank

Celebrities' social media activities have sparked controversies recently, especially when stars post content without the approval of their agencies.

This is not a recent phenomenon. Fans have frequently criticized agencies for not effectively managing their stars' social media accounts.

For instance, actor Han So-hee faced a backlash for making comments on social media targeted at Hyeri, a former partner of actor Ryu Jun-yeol, after news about her own relationship with him arose.

Another actor, Hwang Jung-eum, had to apologize after wrongly accusing a non-celebrity of being her ex-husband's mistress. Both actors, previously enjoying positive public perceptions, saw their reputations damaged.

The repeated controversies have alarmed their agencies. Managing celebrity social media accounts has become a stressful task for many in the industry. Allowing stars to control their official accounts undoubtedly boosts engagement with fans, who crave direct interaction, but it also brings considerable risks.

Actor Han So-hee's social media posts / Captured from Han So-hee's social media

Unexpected repercussions

"There are definite advantages to celebrities managing their own social media. They can post freely about their personal lives or agency-approved content, which is generally problem-free. However, when it comes to their professional lives, a greater level of caution is necessary," said an official from an agency with several 30-something actors under its wing.

The official said that issues often arise when celebrities share information about ongoing discussions with the agency under the guise of keeping fans updated, which can lead to unexpected repercussions.

"Agencies are compelled to constantly monitor these accounts because any controversial post can have adverse effects on both the agency and the artist," he added.

This is why agencies tend to be more involved with the social media activities of less experienced stars. While seasoned artists can navigate social media with less oversight, particularly for personal or promotional content, impulsive and emotional posts still pose a risk.

A promoter working with a young actor said, "Social media allows stars to reveal new aspects of themselves and connect more closely with their fans, but they must handle it with greater care given the potential for significant issues."

Complex challenges

Another experienced industry official noted that the age of the celebrity does not necessarily correlate with the likelihood of causing controversy.

"Issues that arise from social media don't automatically justify ending an advertisement contract unless they involve grave accusations like drug use or alcohol abuse," the official said. "Ending a contract between a star and an agency may be straightforward, but the celebrity must bear the responsibility for their public image."

Overall, the industry consensus is that while social media is part of celebrities' personal lives and thus outside of agency control, discretion is required for posts that could misalign with promotional activities or advertising strategies.

Following recent controversies, Han So-hee's agency faced criticism for inadequate management, admitting a significant lapse in its duty to care for the actor properly.

A legal expert pointed out that managing a star's social media can infringe on their rights, so agencies cannot impose censorship.

Social media platforms, despite all the associated challenges, can't be foregone by celebrities due to the innate potential as a source of advertising revenue.

This article from the Hankook Ilbo, sister publication of The Korea Times, was translated by generative AI and edited by staff of The Korea Times.