Many wrestling fans consider 2009 and 2010 to be two of the worst years for WWE RAW thanks in large part to the presence of celebrity guest hosts. That has largely died down over the past couple of years, but the WWE has decided to employ the ill-conceived idea of celebrity social media ambassadors.
It all started with Charlie Sheen on the 1,000th episode of RAW and the "celebrities" haven gotten less and less impressive with each passing week. I understand that the WWE is trying to reach different demographics, but having Z-list celebrities tweet about a product they know nothing about is senseless, and it needs to come to a stop soon.
Luminaries in the field of fake celebrity such as DJ Pauly D and Khloe Kardashian have graced the WWE with their vast array of wrestling knowledge over the past couple weeks and, not surprisingly, have added absolutely nothing to the show.
In fact, they have subtracted from the show for the simple reason that we're subjected to hearing Jerry "The King" Lawler talk about how great and hilarious the social media ambassadors are when the truth is that he probably hadn't even heard of them until five minutes before the show.
Their canned responses to the happenings on RAW are annoying, and it's pretty obvious to me that the WWE brass simply tells them what to say in exchange for monetary compensation and undeserved exposure.
The social media ambassadors may not be as intrusive as the celebrity guest hosts since they don't actually appear on the show, but listening to Michael Cole read their idiotic tweets is nearly as bad.
The WWE really swung for the fences this week, as they landed Dominic Monaghan to serve as the social media ambassador for Monday's edition of RAW. If you're wondering to yourself who the heck Dominic Monaghan is, don't worry, because nobody besides Dominic Monaghan himself and perhaps his immediate family actually know the answer to that.
Apparently Monaghan is an accomplished English actor who has appeared in the Lord of the Rings movie series as well as popular television show Lost. Congratulations are in order for Monaghan, but forgive me if I don't feel like his acting credentials make him qualified to tweet about wrestling.
At least I could fathom what the WWE was trying to do with social media ambassadors such as Sheen, Pauly D and Kardashian, because even though each and every one of them is awful in their own special way, they all do have large followings on Twitter and other social media outlets, so you could say there was a method to the madness.
I can't imagine that many WWE fans know or care about Monaghan, however, and he only has 41,000 followers on Twitter, which is an extremely low number for a supposed celebrity. He doesn't have a large enough fanbase to make non-wrestling fans tune in, and his tweets aren't going to reach enough people to make an impact.
It seems like the WWE's goal with social media ambassadors is to get people who normally wouldn't tune in to watch RAW, but there isn't any incentive for them to do so. As terrible as it would be, it would actually make more sense to go back to the celebrity host experiment, because at least there would be a reason for those unfamiliar with WWE to change the channel to USA.
Reading tweets does absolutely nothing other than waste time, though, so it's time to chalk this one up as a failure. Rather than trying to hook people who could care less about wrestling, perhaps the WWE should solidify the fans that it already does have rather than alienating them with useless segments.
Make the social media ambassadors former WWE wrestlers and personalities, and I can almost guarantee that they'll get more interest than the faux-celebrities that have been trotted out thus far. Imagine how much fun The Iron Sheik would be as social media ambassador. The WWE fans would love it, and he's outrageous enough that his tweets might transcend the wrestling world anyway.
Instead we're stuck with people who have "earned" their undeserved fortunes through reality television or actors who may or may not even exist. As much as the diehard wrestling fans may want this feature to end, the WWE unfortunately seems to be committed to it, so enjoy Donald Morgan or whatever his name is tonight. I'm sure his tweets will be nothing short of useless.