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What Brands Can Learn About Social-Media Authenticity From Kobe Bryant

April 15, 2013
URL: http://www.entrepreneur.com/article/226404

Sometimes business owners can learn a thing or two about social media management from sports stars and celebrities.

In the closing minutes of Friday night's basketball game between the L.A. Lakers and Golden State Warriors, Lakers star Kobe Bryant tore his left Achilles' tendon. The following night, while still awaiting surgery, the All-Star shooting guard took to Facebook to vent about his feelings and whether or not it could be a career-ending injury. So far, the post has received nearly 430,000 likes and more than 70,000 comments.

People can relate to and appreciate the frustration he shared in his post. He was honest and transparent.

When managing social media for your startup, you can better connect and relate with your customers by being more transparent and authentic like Bryant. People generally want to engage with a brand that's friendly and real -- with real people, real thoughts and passions. They'd like to know that you care, what your beliefs are, and that you're a human brand.

Related: 4 Things You Need to be Doing on Social Media -- Now

Not every brand has the recognition or number of social followers that a sports star like Bryant has. But sharing your brand personality and culture with the masses can go a long way toward allowing people to connect with your brand.

Here are some ideas for how your brand can be more transparent and authentic over social media:

Bottom line: be real, be passionate and share the personality behind your social brand that you're trying to build. Just remember to think before you post. Showing passion about a product or service or your customers is good. Just be sure that your posts -- try to avoid topics such as politics and religion -- won't have negative repercussions for your brand.

Related: What to Do When Customers Get Mean on Social Media