By now we’ve got into a habit of googling a new name as soon as we hear it.This is the precise moment when we get our first impression. Our social media profiles, the number of stars in online reviews or mentions in corporate news, even the absence of any data – it all speaks volumes. Thanks to the internet, now people and businesses have equal opportunity to be noticed and recognized by the world. Consequently, that visibility requires all of us to take good care of our online reputation, aspiring to project a fair and positive image. It’s not to say we are to take a strict line and scrutinize over everything we do but taking into consideration what makes our Twitter, Facebook or Instagram profile definitive of our personality is never too much. A sensible approach to social media management does pay off with almost whatever your ambition might be.
Celebrities may well take credit for developing some of the best practices in building online reputation apparently representing a pure hybrid of a living being and a business. And that feature makes them a perfect example for a reputation management analysis that can be universally applied.
In this article, we will look at how social media monitoring helps track and maintain celebrity’s online image and what we as individuals or brands can do to put their best practice into action.
Celebrity online reputation
While we may all be entitled to our minute of fame, some people stay in the limelight a bit longer luring us into a craving for more detail about every aspect of life of otherwise complete strangers. Thanks to social networks (and Instagram in particular) stars and brands are now so close you can almost touch them. We regularly get updates on celebrities’ daily routines straight from the scene or casually drop an ear into competitor brands’ hot exchange of mean tweets.
Nowadays public figures and businesses regain power from tabloids and corporate news reporters, taking into their own hands their narrative and public relations. This is a huge responsibility requiring great skill and solid integrity and not everyone is good at it. At least not as good as celebrities. Being primarily humans, stars outperform big brands in authenticity, appearing more relatable and approachable. And it’s not rare that stars take social media as their stamping-ground with its own philosophy and distinctive policy in a variety of fields. Take Kim Kardashian West: since her debut in a reality TV show she’s proven herself in a variety of spheres: as a style icon, a successful entrepreneur, and a potential First Lady, among others. Having built up extensive experience on social media platforms, she now checks all the boxes on the
celebrity best practicesguideline:
- Make the audience laugh with the most suitable tone and delivery: appreciating a similar sense of humor, sparking an inside joke, or simply sharing a cute family moment is always great for any group dynamics.
- Engage with followers by reacting to comments, encouraging discussions, and sharing some private news in Instagram stories: all of it builds genuine connection and creates a more devoted community.
- Appreciate the support and give back by treating followers to behind the scenes snippets and teasing the upcoming events, releases or exclusive merch offers not without hyping things up to a great extent by using hashtags thoughtfully (which in terms of business works as a perfect heads-up with timely feedback).
- Use the star power to make more people aware of global matters – be it supporting a social initiative, showing up at a polling station to vote, or going on a humanitarian mission to an African country. People are highly likely to appreciate the move, follow the lead in making the world a better place, and give you well-deserved heart-shaped brownie-points.
- Set high standards for quality attributing professional touch to content showcasing unique aesthetic that still screams personality. And all of it without imposing seriousness (see the first point).
All of it clearly consumes loads of time and energy and like a house of cards is just as easily ruined with a tiny nudge. Exposed to millions of people, star reputations are inevitably affected by sentiments, opinions, and prejudices of those who barely even know them, not rarely being hostile without any good cause. What is more, celebrity image is quite mercurial and tweaks every time their name is mentioned in public: a new single, a casual walk in the park, an engagement ring – these things rarely go unnoticed or stay private. And very seldom do bad news – be it an unflattering outfit, a careless remark on a sensitive topic, or a criminal accusation – go under the radar creating a steep curve of public shaming. A recent example is that of Kim Kardashian’s new shapewear collection going under fire for putting pressure on women to look thinner and being far from inclusive in its advertising.
Luckily, today celebrities are not alone in this battle with a whole lot of reputation management tools ready to fight on their side. But before any fire breaks out there are always signals that can be detected by efficiently tracking social media stats and analyzing it for further actions.
Online reputation analysis
Apparently, online reputation is not a one-off project, it’s a long-time commitment. With an array of factors clashing together, to manage it efficiently seems like a daunting task, but only on the face of it. Often what you need is to implement social listening (or social media monitoring) to provide you with all the relevant data. And when you know what exactly to look at and how to translate these numbers into action you can truly excel at maintaining the desired image.
We applied brand monitoring to meticulously collect all mentions of Kim Kardashian West on social media and analyzed the obtained data to best illustrate our guide on how to keep your online reputation pristine.
1. Be aware of what people say
Reputation is all about other people’s perceptions. Count the number of Mentions and get a clear understanding of your brand’s health. Pay attention to what causes spikes in interest and develop the agenda that best resonates with your audience, letting less popular ideas fall by the wayside. Search for anything that makes you stand out in Topic cloud, do your best to hype up positive attributes, and be proactive to respond timely to any negativity. By keeping an eye on what makes people notice you, you can succeed in giving people the personality they can identify with on multiple levels, thus securing a solid image.
The total number of mentions for Kim Kardashian. Screenshot from Awario.
Topic cloud for Kim Kardashian. Screenshot from Awario.
For example, you can speak out in the field of your expertise and get people to pick it up or use your national origins, star-power and sometimes family ties to raise awareness of a political issue similar to Kim Kardashian and her reaction to shapewear criticism, involvement in Armenia – Azerbaijan conflict or natural affiliation with her husband’s presidential agenda. Either of these things works both ways and keeping track of public reaction can be crucial for the image.
2. Understand how people feel
Numbers and words don’t mean much before you attach feeling to them. Sentiment analysis will peruse thousands of individual mentions and identify whether the tone is positive, negative, or neutral. What you get is a broad vision of whether you create the desired impression. What is more, the Insights will help you see what caused a spike of rave or rent at a particular moment – be it a viral complaint on Twitter or a favorable review from a top influencer. With further analysis of triggers behind the emotional response, you will understand your audience’s values better and ultimately discover ways to highlight the same virtues in your activity.
Sentiment graph for Kim Kardashian. Screenshot from Awario.
For instance, the way you deal with issues faced by millions exposes your relatability and can tip the balance towards greater appreciation. Like Kim Kardashian’s comments on the video of her sisters fighting, public statements about her husband’s mental health or her socially approved support for the #StopHate campaign alongside other celebrities.
3. Deliver the right messages to the right audiencesThere is the right time, the right place, and the right community. Get to know your audience to present yourself in the best possible light for them. Analyze your share of voice on Gender: to keep in with the majority or to find out what alienates the minority. Find out how you are perceived in different Countries to know which foot to put forward when entering their markets. Finally, adapt your messages to the Media preferred by your niche to put yourself in the right context and minimize the risks of misunderstanding. This entails both: social platforms your audience is most active on and top influencers loyal to you. What is more, your social media network also speaks for your followers’ age, education, interests, political affiliations, employment status, and income. If you always keep those implications in mind, it will save you from compromising yourself or causing serious offense.
Gender and countries breakdown for Kim Kardashian. Screenshot from Awario.
Kim Kardashian’s sources by mentions. Screenshot from Awario.
In practice, knowing you’re mostly talked about by women you can shape your agenda to fit their interests becoming a role model or inspiration for your audience: Kim Kardashian is a vivid example of challenging standards of the way women look. And knowing your audience is mostly hanging out on Twitter you can concentrate on meeting their expectations or, alternatively, redeploy your efforts to other platforms, showing your multifaceted nature, thus building a more complete image.
4. Trim the sails to the wind
Keep your eyes and mind open to rapidly changing trends and volatile public opinions. The key thing, you don’t have to learn everything the hard way. Following good examples and learning from others’ mistakes will always do you good. Get notifications on your counterparts’ wins to take on board their best practice or even join your efforts in promoting shared agenda building on each other’s strengths. Take notes on competitor’s failures to avoid following in their footsteps and sometimes take the opportunity to make your goodwill contrast sharply with the wrongdoing (but staying humble, of course).
Compare and analyze your share of voice to know where you stand and what you might be missing out on. You might want to observe the way your competitors communicate their vision and shape their community, what values they prioritize, and accommodate the most effective strategies into your reputation management.
Kim Kardashian and Kendall Jenner share of voice. Screenshot from Awario.
Kim Kardashian and Kendall Jenner share of sentiment. Screenshot from Awario.
Kim Kardashian and Kendall Jenner topic clouds compared. Screenshot from Awario.
Kim Kardashian and Kendall Jenner top mentions compared. Screenshot from Awario.
For example, if you know that your competitor’s recent comments on health issues have done them wrong, you probably will keep your views to yourself or review your strategy on this matter. Likewise, your counterpart’s top mentions might come from reputable sources you too might employ to get your virtues noticed like Kim Kardashian and Kendall Jenner sharing the starting point with reality TV and later going on to exploit similar channels.
Celebrities might be the first ones that spring to mind when it comes to online reputation and social media, but in 2020 we are all in it together living by the golden rule of googling anything first. And it’s certainly not a good idea to leave the first impression at the mercy of search engines. With relevant numbers and insights at hand, you can stay alert with what people say and where their judgments come from, design your social media to reflect the way you want to come across, and see how you benchmark against others in your league. Taking good care of reputation is a must even if you are not a Kardashian or have no ambition to build a world-wide corporation – your solid integrity might be your greatest asset.