Developing a strong and unique online presence for your business and/or brand can be quite difficult, particularly if you're new to social media. The first challenges are deciding what to tweet, how often to update your business' facebook status and whether that cheeky meme is appropriate to upload on Instagram.
Love her or loathe her, with a loyal following of approximately 72.8 million followers on Instagram, 28.5 million on facebook and 45.8 million on Twitter, there is no denying Kim Kardashian West has a method to her madness. As a much as it pains me to say this, here are a few tips we could all learn from the selfie queen herself:
1. Consistency and frequency - Consistency is key to success for any businesses but frequency depends upon the industry you are in. If you're Kim Kardashian West, reality star, updates on your every move are expected, if not demanded. However, for the ordinary individual or small brands and businesses, such high volume posts are generally unnecessary. While you don't want you audience to forget you, you don't want to bore them to the point they stop following you altogether or, heaven forbid, "unfriend" you.
I suggest you set a quota of posts to achieve throughout a month, week or day and stick to it! When developing this quota consider if you have the capacity to maintain it and also study your analytics to see when people are engaging or switching off and tailor your frequency accordingly. Posting consistently increases your chance of developing a devoted following and ensures that your online voice is heard loud and clear.
2. Brainstorm in advance – We've all fallen victim to unexpected tasks or jobs that hijack our day. Having post ideas (or even better, draft posts) ready for a rainy day will ensure that you are prepared for unexpected disruptions to your day. This will also help you with your goal to remain consistent! In chaotic times, you could also follow Kim's example and employ the good ol' throwback post. This is a great technique that can be used when your schedule doesn't allow for creativity and can also remind your target audiences of successful events that your business may have hosted or been involved with previously.
3. Keep your posts short and sweet – There is no need to write a novel! Let's be honest, your target audience is likely to check their socials on the bus to work, on the treadmill at the gym or just before they sleep. Kim is rarely seen to generate messages that exceed 140 characters (thanks Twitter). Instead she gives a brief blurb and uploads a photo. This method is eye catching and after all, 'a picture is worth a thousand words'!. Keeping your posts short and sweet ensures that your audience grasps the key messages.
4. Keep it exciting! – Do you have some exciting news that you wish to share with your following - a new partnership, different item on the menu or new upcoming event? Try enticing your audience with a "watch this space" post. Kim commonly intrigues her following with a naked selfie or two, coupled with a caption that reads "coming soon". Let's be clear, I am not condoning nor am I suggesting that you all rush out and post a naked selfie - especially if you're, for example, the CEO of a financial institution or the principal at the local high school. However, for some businesses or brands enticing your online followers with an occasional "sneak peek" or "watch this space" may generate a welcome buzz to your online profiles. However, if you are going to adopt this strategy, just remember that after all the build up, your news has to be BIG and EXCITING. Otherwise, your followers may show their disappointment by commenting negatively or unfollowing you.
5. Stick to what you know and keep it relevant - Always post content that is both current and relevant to the industry your business is in! Focus your posts on information and material that educates, informs and entertains your audience on your particular goods and services or your industry generally. If you follow Kim, you would be hard pressed to find posts about tax incentives or investment strategies. Instead, her posts consist of fashion related topics and projects she's developing. By limiting herself to specific and relevant topics, Kim cultivates positions herself as an 'expert' in these areas.
Another tip I find helpful, is to listen to frequently asked questions from your clients and customers, and think about sharing insight on the common issues. Leveraging off this interest is a great way to develop a loyal following.
Whatever your opinion of Kim, there is no denying that she's aced social media. Kim's social media strategy has undoubtedly strengthened her online presence, relationship with her following and ultimately her personal brand.
If you are new to social media and are unsure how to build and interact with your online following or require a social media risk management strategy tailored for your organisation, contact our social media experts:
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.