I have been thinking a lot lately about how to better communicate what to do and not to do in Social Media to small business owners. Some have more experience then others, some don’t even have a person Facebook page (I have experienced that first hand and it was kind of frightening). I was thinking recently about how to explain the difference between maintaining a personal page and business page but to be honest those lines are slowly beginning to blur because people are starting to market themselves through social media. You are, whether you like it or not, slowly becoming your own brand. Case in point the Kardashians; I started to browse their social media presence and what I found is a handful of things that I can point of and easily say do this, or don’t do this to a small business owner. I also find that the Kardashians are a great medium to use to explain this because of their pop culture weight, even if you don’t love them you still know who they are and you can easily digest analogies.
Shall we? Alright, prepare yourself!
1) Stay on trend with new social media outlets, but don’t jump on them too quickly:
Firstly and foremost they are on top of social media trends. I am ashamed to say it but until I started looking into the presence I didn’t even know that Keek existed. Now I am not saying Keek is the next big thing, matter of fact I find it clunky. Regardless, their entire family is on the top of the most subscribed users list on the site. They are on top of their game, and while I tell most companies to find at the very most five social media sites they like a focus on just those I do think there is a lesson here. Stay on top of which social media sites are rising and which are falling so you can see fit to jump on a new one if its a match to your needs.
2. DO NOT, post the same information on all your profiles, sites, etc.:
What every single Kardashian does that I just can’t get behind is the fact that the share the same links and updates on every site they are on. Also is I see a link about a sale at their store DASH on one of their twitters I know its on all of them. There is such thing as over saturation and there is such a thing as what I like to call “white noise” content. Half of their pages seem to be devoted to store promotions without any interesting additional content. Its great they are using their profiles to promote their stores, makeup, clothing, etc. but it gets to be spammy and unreal after a while. I always tell companies to consider what content they like to read before they publish something. If you would click the link due to a boring promo text before it then think of something else. Yeah it’s great that DASH is having a trunk sale on awesome socks, how about a picture of Kim wearing her favorite pair? How about a little personality?
3. DO NOT over link with no additional content:
Following the previous tip pretty closely is their rampant over linking. I think evey post that they share on twitter is linked. Which yeah I get it everyone has more to say then the 140 characters will allow. Still, a link on 85% of your page? The truth is that not a lot of twitter links get clicked on. If you think about your own social media use as I did mine, and I even asked some of my friends as well, you rarely click on a link on twitter. Sure it does happen, but for me it happens even less with the celebrities I follow especially when the only incentive I have is “Our gorgeous new bedding! http://bit.ly/1jEsJsdfe”* If you really wanted me to click then say “Check out me and Kayne lounging on our new bedding”. Give me more, your trying to sell me on something, give me incentive to click that link, if its your name attached to that bedding then I am most likely purchasing it for that reason.
4. If you pride yourself in being a certain type of brand then be that brand EVERYWHERE!
One thing I will say about the Karadashians is that their everywhere but what I can’t seem to fathom is how they don’t seem to have that great of a handle on the distribution of their image. Kim is slowly becoming a fashion icon to some, her marriage to Kayne has propelled her further up the food chain whether we like to admit it or not. Kim will often post articles on her celebbuzz site about how to style things. That sounds exiting right? Getting tips from someone famous, getting fashion tips from them directly. While I don’t know if that is the case, the writing is dry and short, they pictures a good but not great and half of the stuff she is wearing is linked to more short and dry articles that include that piece of clothing. For someone who takes great pride in being everywhere and doing everything she is not giving it her all online. If you really want to imbue more brand loyalty and your brand is a fashionista model business woman then be that everywhere. Kim Karadashians celebbuzz is one big ad, I am not getting any better content then I would from an US Weekly article about her coat, matter of fact I might get more pleasure from reading that then I would her site. Despite what some people may say YOU have the control over your presence online, you shape and mold it.
5. If it has your name on it doesn’t mean everyone will immediately buy it:
This is something that may be harder to understand because out of everything this point is a little more B2B then anything else. Just because you have a loyal customer or fan base that already exists for one item it doesn’t mean you can expect the next one to be just as successful with little to no market research. My point being is that the Karadashians seem to produce whatever the like and put their name on it. While that’s all good and dandy it really does them a disservice. Why, because each market they try to corner has different rules and needs. Bedding is different from makeup is different from a retail store. If you start a business selling shoes your next obvious retail venture would not be steak knives. While that is more of a starling difference what you need to consider is the only thing that these products really has in common is the Karadashian name. The branding isn’t even the same and the design can differ greatly. My point is that is if you are a bakery that prides themselves in decadent deserts don’t try to have a full restaurant menu overnight. We are over eager these days and we want to have full far reaching brands very very quickly. You have to remember that some of the most successful brands today, i.e. Apple originally only sold one or two products and built their lines over a series of decades. If you want to flat line as a company then stretching yourself thin too quickly would be the way to do it.
The Karadashians despite all of these failings are actually, in contrast to their how they became famous, quite successful. Let’s look at their net worth:
Kim Karadashian: 40 Million **
Khole Karadashian: 11 Million **
Kourtney Karadashian: 12 Million **
Kris Jenner: 30 Million ***
Though if you look at their net worth calculations most of them are based on their endorsement contracts and their reality TV contracts. The more you know the more you understand that their brands aren’t really big money makers, and seem to be just more or less hobbies for these girls. They can afford that, but can you?
* Kim Karadashian’s Twitter Feed on Dec 9th
** Forbes and Celebrity Net Worth
http://www.celebritynetworth.com/richest-celebrities/models/kim-kardashian-net-worth/ http://www.celebritynetworth.com/richest-celebrities/actors/khloe-kardashian-net-worth/ http://www.celebritynetworth.com/richest-celebrities/models/kourtney-kardashian-net-worth/
*** Hollywood Life