It's a means of SNS communication, but it also gets in the way.
Economic losses for entertainment agencies and individuals occur.
SNS warning implicitly issued in the entertainment industry.

Recently, from the "It's funny" battle between Han So-hee, Ryu Jun-yeol, and Hyeri, to Kim Sae-ron's photo upload hinting at a couple with Kim Soo-hyun, and Hwang Jung-eum's frank disclosure of her divorce and public criticism of her husband, many controversies and issues have arisen in the entertainment industry due to SNS.

These many controversies and issues have once again brought to mind the "pros and cons of SNS communication."

For Hwang Jung-eum, SNS communication was a "gain." She posted a message hinting that the reason for her divorce was her husband's infidelity, and she seemed to have achieved enlightenment, posting her husband's picture on SNS and actively fighting with malicious commenters. The public reacted favorably to her confident and spirited appearance.

The public responded with, "Wow, it's so refreshing! It's awesome! It feels like she's changing the culture of divorce. It's revolutionary." They cheered her on for her direct approach. As a result, she appeared on SNL and parodied the words she had posted on SNS, ushering in a new golden age.

On the other hand, the "It's funny" battle between Han So-hee, Ryu Jun-yeol, and Hyeri ended in a disastrous conclusion. The controversy began when Hyeri responded with "It's funny" to the dating rumors between Han So-hee and Ryu Jun-yeol, and the controversy escalated when Han So-hee responded, "It's funny to me too."

This was a harmless incident that could have been forgiven. Han So-hee should have stopped there. However, she repeatedly posted and deleted rebuttal messages, revealing her unrefined emotions and continuing to publicly criticize, raising eyebrows.

As a result, she lost a lot. The breakup with Ryu Jun-yeol was nothing compared to the image she had built up collapsing in an instant. Because of this incident, she became a laughingstock, albeit temporarily, and her planned movie appearance with Ryu Jun-yeol was canceled. SNS communication became a "loss," holding her back.

Ironically, Han So-hee was one of the celebrities who benefited the most from SNS communication. As a "communication icon," she had been fostering a fandom by communicating closely with fans through Instagram and even Naver Blog.

It's "funny" that the SNS communication that raised her up ended up holding her back.

Through this, we learned that SNS communication by celebrities can be a huge gain if done well, but if done wrong, it can create controversy and scandal, resulting in economic losses for the agency and the individual.

The biggest thing I realized through this incident was that "agencies need to manage the SNS of their artists to protect them."

As a former idol, I used SNS under the management of my agency during my active years. I had to get confirmation from my fan manager before posting anything on SNS. At the time, it felt like a lack of freedom and I always complained about it.

However, watching these series of incidents, I realized that the agency's SNS management was not suppression but for the purpose of "protection."

The so-called "bullying incident" of T-ara, who was in the same agency as me, was also a huge impact brought about by SNS. It might have taken 3 seconds to post something on SNS, but it caused the company employees to not receive their salaries for 3 months. The company rapidly struggled, and those who posted the messages were also subjected to public scrutiny and faced all sorts of arrows.

Having seen this process firsthand, I, who did not agree in the past, now agree with the opinion that it is good for the agency to "manage" the artist's SNS to protect both the agency and the artist.

Han So-hee's agency, 9ato Entertainment, also felt responsible for the incident, apologizing, "Han So-hee has been making herself and the public suffer because of her personal emotions. The way she communicated was wrong. We apologize. We will accept any criticism. Above all, the agency is greatly responsible for not taking good care of the actress. The agency failed to play the role of a nest. We are reflecting on this and will improve."

Secondly, what I realized through this incident is that celebrities should "read the public well" when they want to communicate through SNS. Of course, it is difficult to make rational judgments when emotions are running high, but celebrities are people who can get on stage thanks to the public's attention and love. Therefore, they need to take a step back from their emotions and read the public while continuing to communicate.

Lastly, I recommend that if you think you lack "mature communication skills," you should use SNS as a profile or portfolio rather than for communication. Or, if you are not confident in all of this, I recommend not using SNS at all. Understand your own tendencies and make wise choices.

The advice of the wise to "be sparing with your words" is right. Han So-hee suffered more than Ryu Jun-yeol, who remained silent. We once again realize that the person who talks the most suffers the most. If you talk too much, your bottom line is easily revealed, and if you show your emotions too much, you easily become a laughingstock. Let's take note of the advice of the wise to be sparing with our words.

Sometimes, when I see Facebook's "This Day 10 Years Ago" posts, I want to hide in a mouse hole. I think many people feel the same way. The reason why we are afraid to open Cyworld is because our "dark past" that we would be embarrassed to see now is filled with it. I sometimes even think that part of living is creating a "dark past."

We are all imperfect humans. Perfect humans do not exist. Everyone makes mistakes, and sometimes we become emotional. Through these incidents, the public may have realized that celebrities who seem perfect like they came from heaven are "humans" just like us.

So, I want to say, please be lenient, but the world of professionals is very cold. Han So-hee lost endorsements and her next project. The impact of three words, "It's funny," was too great for her to bear alone. However, as a communication icon, I am also looking forward to a turnaround.

It is said that an "SNS warning" has been implicitly issued in the entertainment industry. While there are definitely pros and cons to celebrities' SNS communication, it is time to be more cautious about the "cons" and continue SNS communication through this incident.

※ The author of this article is me andan article contributed to the Women's Economy Newspaperhas been copied.