Y’all are about to judge me so hard but I will admit my dirty little secret: I watch “Keeping Up With the Kardashians” and its spinoff shows.
Put together, Kourtney, Kim and Khloe have 36 million followers on Twitter, with about half of those followers belonging to Kim. Hate all you want, but the reason these girls are so entrenched in our society’s conversation is because the E! TV show that documents their lives is the “fire.” But being a part of their fans’ world on social media adds the “gasoline” to that fire.
For the sisters, their overall objective on social media is to drive the awareness of their brand, which includes books, makeup and clothing. The Kardashians have stayed engaged with their fans by keeping up with what the conversation prism has to offer. Of course, they’ve got basics like Facebook, Twitter, Instagram, Pinterest and Google+, covered, but they have also jumped into super-new channels like short-form vlog site Keek. (I didn’t even know what Keek was until I saw them posting Keeks!)
But they also act as big sisters to their followers. By posting “Motivational Monday” inspirational quotes on Instagram and Twitter for their fans, the K-girls are working to, as Pam Moore says “simply be their sunshine on a rainy day.”
When it comes to “Tumblr Tuesday,” the girls take a page out of Guy Kawasaki’s playbook: curate and link. Each Tuesday, they shine the spotlight on one devoted fan that devotes their Tumblr account exclusively to the K-sisters, linking back to that fan’s Tumblr account and featuring pictures from that fan’s blog.
The girls also know their audience, so they know what type of content to share with them. Take, for example, a 2011 post on Khloe’s blog showing a first look at some promotional images for the sisters’ Sears Kardashian Kollection. Posts like this draw the fans in, making them feel as if they are behind the scenes as one of the family. It also entices fans to learn more about the Kardashian Kollection and in turn, buy the collection. Engaging content, Craig Silverman wrote in a guest blog for Mari Smith, “creates tremendous value for your community and can help grow your business, too!” (re: Hollywood Reporter’s 2011 article “How the Kardashians made $65 million last year.”)
But to further their brand, the girls have put a lot of their personal business out there (harsh family fights, childbirth, divorce, infertility issues, etc.) .
So here are my questions to you:
Do you think individuals, when branding themselves, have to portray themselves as both personal and professional to keep the interesting content flowing?
Do you think everyone needs to at least be on the (what seem to be) The Big 5 social networks (Facebook, Twitter, Google+, LinkedIn and Instagram)? Or will other networks in The Conversation Prism do?