I was recently reading a post on LinkedIn about how Beyoncé uses social media to promote her brand. She recently posted a very pregnant picture of herself on Instagram which got 9 million likes within days. The author had a congratulatory note toward Beyoncé who according to the author has used social media to create intrigue and advance her brand. All of this may well be true in Beyoncé’s case, I don’t know one way or the other, as I have not been following Beyoncé.
What I cannot help but note, is that Beyoncé is a superstar married to Jay-Z with a joint worth of over 1 billion dollars. Her own father devoted his whole life to the “Beyoncé brand”. Don’t superstars like Beyoncé and others, have enough cash floating around to hire a village worth of people to promote their brand? Then why is it so admirable when they are able to get a million likes within a few seconds of sharing a semi-nude photo on Twitter or Instagram?
Needless to say, the same goes for any other superstar be it Lady Gaga, Rihanna, Katy Perry, Kardashian sisters and the likes. Why should we be impressed when one of these extraordinarily endowed people making extraordinarily more money than the rest of the world, gets a million likes on Twitter????
Recently I was watching a 60 year old lady who looks like 30, sharing her story on You Tube. She started the video by apologizing how she is a “nobody” and yet vlogging. She just wanted to share her story so others could learn from her. Don’t get me wrong I have no personal vendetta against superstars like Beyoncé. I just think it’s tremendously more appreciable when a “nobody” in Iowa, Chicago or California takes the time and trouble to blog/vlog/tweet/instagram and gets a 1000 likes in 10 days!I think it is more important, because she probably does not have a band of people at her disposal to take that perfect shot of her, or help her draft a message that will spark intrigue. Nor is she famous enough to use her name alone to promote her post. Instead she put in some serious thought, planning and effort to make that video or post. She is a “nobody” and therefore has the power to reach other “nobodies” like her and make a difference.
Social media is truly about nobodies like us, reaching out to other nobodies sharing our stories because we know it is worth something. We may not have a million followers and perfect airbrushed bodies but we have a voice that is our own. And in that it is unique. And in that, my brand is no less unique than your brand, which is no less than Beyoncé’s brand.
In the end, I cannot help but quoting the maestro nobody herself.
I’m Nobody! Who are you?
Emily Dickinson 1830 – 1886
I’m Nobody! Who are you?
Are you – Nobody – too?
Then there’s a pair of us!
Don’t tell! they’d advertise – you know!
How dreary – to be – Somebody!
How public – like a Frog –
To tell one’s name – the livelong June –
To an admiring Bog!