November 8th, 2011 • Posted by Kathleen Gardenswartz • Permalink
Was Kim Kardashian's reality TV life your secret indulgence?
So many professional women have revealed that they followed her life and were angry and felt completely betrayed that her lavish and circus-like wedding culminated in a marriage that lasted only 72 days and ended with a divorce announcement.
A recent article by The Legal Watercooler outlines what the legal industry can learn from this very public and humiliating disaster. This fiasco does beg for all of us to glean the slightest bit of wisdom and reflect on the importance of online reputation management for your local business brand.
Does your business manage its online brand? Do you know what consumers are saying about your business on popular online review sites, social media and within your local community? It's critical for all local businesses to know what your customers say about you and understand its direct impact on your brand and revenue. Online reputation management is critical for the long-term success of all businesses and requires that you develop consistent strategies to minimized the damage of amplified and far-reaching negative online consumer reviews to your brand.
The news of Kim's divorce announcement set off a firestorm of paparazzi pandemonium and fan fallout that has taken the sex-tape celebrity, turned reality star, turned celebrity brand into a head-first nosedive. The spectacle has managed to hit a nauseating level of personal exposure, even for Kim, and that is dangerous for any business.
So what can businesses takeaway from Kim Kardashian's wedding debacle?
Manage Your Brand
Exposure matters. Kim created a business empire by exposing
the intimate and familial areas of her life. Every move had potential to go viral because
(like a train wreck) we have a hard time resisting the urge to watch an over-indulged socialite party her way though the vapid trough of L.A society. Like the pundits and viewers that lashed-out at Kim's bad behavior, consumers are out there
talking about your business so you must monitor the
conversation, better yet, get in the middle of it. If you learn nothing else from Kim, learn that your brand is what consumers say about your business, not what your business markets to the public.
Take Responsibility, Take Action
Kim’s posed surprise at the wedding backlash is laughable. She deserves the
disdain and she needs to accept that even loyal fans who followed
her after the sex tape leak and warfare with her family still feel slighted that Kim's wedding was a pay-per-view peep show. Kim must take responsibility, and do the right thing. Taking responsibility and taking appropriate action will go
far to begin a constructive process to help rescue her bruised
reputation.
That also goes for negative online reviews of your local business. If a customer is
so angry they're taking time to leave a negative review,
it begs for you to address it head on. Negative reviews hold rich insight if you are willing to see beyond the anger to acquire
awareness of a problem. It might mean taking
responsibility for sub-par service and taking action to resolve the situation. It
means taking your punishment and leading by example.
Less is sometimes more.
Lavish, in-your-face spectacles often make consumers wonder if your hiding something underneath all the pomp and circumstance. Shopping and service focused experiences that start with businesses and employees who are passionate about
what they do every day are instantly elevated to extraordinary. Keeping it simple and letting your enthusiasm
speak for itself will keep your brand strong long-term.
Transparency Improves Business
Kim learned the hard way that fans can see through contrived poses and half-hearted marriages. Similarly, savvy customers see through a business brand chiefly focused
on profits and short-term rewards. That mindset reveals itself in a thousand small
things that add up to a mediocre purchase experience. Instead, local businesses must strive to give customers the best service and purchase experience
available. That mentality will always win over stuffy, rude and expensive. Be honest
and straightforward in your business and it will breed unwavering loyalty and client
ambassadors for your brand.
This kind of contrived break-up behavior struck a large vein of contempt
among the public because it was so blatant in its unethical and
low behavior. Kim's brand is spoiled sleaze and this latest stunt brought her to the realm of professional wrestling — wedding for profit and a
focus group cast groom.
Take what you can from Kim's desperate attempt to manufacture publicity, see the damage to her brand and remember
that it's your passion for what you do every day that
shines brightly and heightens your brand in the local community.
