Kim Kardashian gets $25K a tweet. Is she worth it?
Social media/PR maven and friend, Sarah Evans, let me know Armani paid Kim Kardashian $25K for 1 Tweet. It drove 40,000 people to the Armani website in less than 24 hours. Is she worth it? I had some questions considering:
- The amount of money for so little work
- Kim may have more curves than a ski slalom course but she doesn’t have a real talent
- The rest of us who tweet, blog and use social media to try to provide something of value don’t make anywhere near $25K for our tweets
Michael Corleone said in The Godfather, “It’s not personal, Sonny; it’s strictly business.” Maybe it is worth it when you consider:
- Kim has 4,202,855 Twitter followers
- 40,000 visitors to a website in less than 24 hours is a big response; it’s a better response rate than most other media channels and definitely quicker
- Armani paid 59 cents per 1,000 followers, a very attractive price by media standards
- 90% of all purchase decisions begin online and 75% are looking for a personal recommendation
- The connection between the brand and the personality is strong
As Kim’s case demonstrates, you see results almost instantly. It’s quantifiable and accountable. My guess is to Armani it is worth it and we’ll see more endorsement tweets from celebrities.
But maybe there is something we can do to also advance positive values.
Right now, there are millions of people just getting started with social media who aren’t Kim Kardashian. They are trying to find their voice, start a business and establish a reputation. Maybe they’ve just written their first blog, started attracting a Twitter following and established relationships with experts in their field and potential customers.
We can help, offer encouragement and tell our followers about people to watch. I read blogs regularly. Today, I read a great 1st blog post from Jonathan Kay, entitled The 3 Most Common Mistakes When Growing an Idea into a Business. He’s really good and I look forward to more blogposts from him. You should read what he has to say.
Maybe you already do this but by giving a little recognition to one person per week who is starting out and doing interesting things, we help raise the human value of social media. Since social media has been so good to Kim, I’ve reached out to @KimKardashian for her help too.
Do you think Kim Kardashian is worth $25K a tweet?
Don’t see anything wrong with this. It’s a pure business decision. If there is a buyer willing to offer a certain price to a seller it proves there is a market. This is evident in sports on a daily basis. Whether the price tags are justified is entirely different matter. Looking at the numbers involved here, it looks like the buyer got value.
Just wish someone would pay me this kind of money, even for a hundred tweets. No Kardashian me!
Thanks Joe. I went through a brief moral quandry but then the business decision part of this hit me too, especially since the numbers were so clear. Thanks for your input. Rob
Thanks for sharing, Rob. I’m so amazed how Kim and the entire Kardashian family have built their brands. They’re a money making machine. I don’t know what their charitable contributions are, but I’d like to see a story about that!
Thanks for beginning the sharing process, Sarah. Reasons for the shout out in the first sentence is to say thanks for the info and I think the work you do is great. Maybe our efforts can start to bring out a charitable balance with Kim and the Kardashians.
Well, what a quandary. Do you pay a celebrity to drive traffic if their tribe is responsive?
YES!!! that’s the whole point of social media, personal recommendations and they value hers (even if you do not like her, which we would never know by your post giggle)
My question for readers is how are you building your brand and online presence? What do you they go to you for and how do you give value?
Hmmm I doubt Armani made 25k only with that one tweet, so I guess not.
Great equation: Personal recommendation + Delivered value = Social media worth. Thanks for the input, Michele.
Yes, she’s worth it. I think it’s sort of disingenuous to imply that she isn’t. Her brand and its influence is unquestionable.
Armani made a business decision and, as you say, the results were noticeable right away.
I think the more germane question is how many of those clicks turned into a customer or a sale. However, that probably wasn’t their goal. It’s common knowledge that fashion and the brands associated with fashion are aspirational as only a few can afford the items. Their goal was probably just to associate her name with their brand and get her fans to click over. If so, well, mission accomplished and she’s worth it.
Little work, no talent, lots of curves or whatever, I have no problem with her getting paid what she did.
The other question about generating some good with social media? That’s a good one but I don’t know if that has much of a correlation with what she was paid. Carrying out good deeds is something that we’re all responsible for even when the rich keep getting richer.
Thanks Regina. This is very a thoughtful response. I appreciate your input.
Rob
Thanks Didier. A tactic (like a tweet) will always have a tough time with a direct ROI so, to be fair, I should have also looked to see if this was part of a campaign or publicized in other ways. Or, as you say, maybe the price was too high. Thanks for your comment. Rob
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Surprise You did a actually good position on this thing.
Brilliant business move! Some results were proven immediately but people will talk (positively or negatively) about this for a long time. Who will be the beneficiaries? Armani and KK. And that’s what makes the business idea brilliant, it was not a one time tweet, it was the trigger of a chain of events. For instance, not only did I read about the $25K tweet from a Twitter friend, BUT, I also went to the Armani website to see what all the noise was about (although I have been an Armani lover for years). This somehow reinforced me that a brand I like is still “there” so, yeah, I’ll definitely buy again, probably soon.
So next time I hear something about Armani or Kim K, I will immediately associate the brand and brilliant business model.
Again, this started because friend Re-tweet a link that directed me to this site. I don’t know what this site is about and frankly will probably never come back again, but one thing I’ll remember: Armani paid $25K for a tweet.
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I loved your blog theme! Did you develop it yourself or is it downloadalbe from somehwere?
Thanks Daniel. Really appreciate your thoughts. Opinions like yours are why I thought a blog on this subject some attention in the first place. Thanks again. Rob
Hi Rashad, The site is on WordPress. This was one on the themes although one reason I chose it was there were a number of customizable features. Rob
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Thank Fika, Always great to get a comment like yours. Very kind of you and much appreciated. Rob
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That would be fine…which part of the site were you thinking?
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Kim Kardashian has made quite a name for herself and I hope her and Miles work out
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Thanks so much for delivering such a consider response. I really appreciate it. Rob
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Thanks Abraham, Really appreciate the input. Sorry about the speed. Rob