Ever wonder how the rich, famous and successful people in the world enjoy all the great online exposures that so many of the entrepreneurs out there have to fight (and spend) so hard for?
Perhaps it’s because they have a team of 100 or more “social experts” working day and night on their social presence?
Nope…
Maybe it’s because they’re buying up each and every keyword imaginable relating to their brand and industry?
Very rarely… This practise is much less common among the rich and wealthy than many of you think.
Take a look at this recent graphic about the rich and famous detailing the glitterati and their online presence as it relates to Google search results:
via FiveBlocks
1. Wiki Still Rules!
From the graphic, it’s obvious that Wikipedia pages still rule the Internet. They rank first for nearly every search term imaginable and certainly show up in the top 5 for any term which they have an available page for – and tens of thousands of them don’t even have more than a title (no content) on the page. Unfortunately, while an actor like Tom Cruise or a company like Coca Cola meets Wikipedia’s picky notability requirements for creating a dedicated page about their brand, most small businesses do not have enough, if any secondary press required to put up a Wiki page and have it stick. This site is the ultimate branding tool! See their Notability Requirements.
2. Frequently Showcased on Authority Sites Related to Their Area of Specialty
Sites like Forbes, Business Insider, Bloomberg, etc., are definitely a good place to get exposure on, if you’re in tech or serious business. I use “serious” loosely, but it’s important. YouTube celebrity vlogger, Mike Chang and his current muscle and brand-building efforts might not benefit from being featured on Bloomberg as much as niche-specific authority sites that focus on bodybuilding and fitness such as Bodybuilding.com or others.
3. Don’t Buy Many Websites or Pay for Search Results!
This is a big slap in the face when you consider just how much capital these folks have at their disposal, right? An average of only 16% of results are influenced by the super-wealthy. This goes along with the shift many brands have been making away from buying tons of online real estate related to their name, brand and industry, to now just focusing on one or two authority sites to establish their legitimacy.
4. Philanthropy Pays Out in Droves
No real shock that those who give, tend to get more exposure than those who take (ie., just sell stuff.) In fact, the graphic shows that those who give nothing, or very little tended to have more negative search results related to their name or brand than those who even had just a little philanthropic press online. I would say that philanthropy from an entrepreneur can be as simple as things like making a free how-to video on YouTube related to your expertise, giving away free things on your site, a guest post on a major online publication offering advice, or offering to match visitor’s donations to your favorite charity, and many other simple things. You don’t have to be Brangelina saving the world to get some good press behind you!
5. They Aren’t as Social Savvy as One Might Think
Only 20% of the online heavy-hitters had a social media presence. Warren Buffett is a great example, though his Berkshire Hathaway brand was established long before the Internet even existed. Look at his Twitter: 7 tweets since he apparently joined in April 2013 and no shortage of eager followers waiting for number 8 to be released! Check out this list of celebrities, many who’re uber-popular, who don’t use social media and still have a wickedly successful brand: 10 Celebs Who Don’t Use Social Media. Social’s definitely important for some brands, but is really more of a novelty than part of the business plan for the rich and famous.
Conclusion
Don’t get me wrong – I’m not saying to dump your social media accounts and quit buying search terms on Adwords. Nor am I suggesting you just focus on getting a Wikipedia page of your own, while booking all your free time toward helping your fellow man rather than building your business. Just pointing out that many of the most popular people making press and building their brand online don’t appear to use the same strategies and amount of cash that online entrepreneurs (apparently) need to.
