It’s an interesting case study. It appears that she is actually authoring the entries – although I’d guess a PA is actually transcribing her posts, it makes more sense in time management terms.
Friendstar benefits from having a high profile celebrity using part of their service. Pamela benefits by promoting her new show and maintaining her public profile using a cool “new” technology. The show “Stacked” on Fox (US) benefits from the promotion.
File this under a good idea for promotions and marketing.