What can a pop star teach us about ecommerce

At midnight on December 12th, pop star Beyoncé posted a video on Instagram that featured a few pics of herself and the cover of her new album. The caption simply read, “Surprise!” Immediately following that, she posted her new album and its corresponding music videos on iTunes. Within 24 hours, her album sold 430,000 at $16 a pop.

As if the industry experts haven’t been saying it enough, Beyoncé had to sing it beautifully from the rooftops.


Social media is now a marketing priority.

In addition, this is not just because social media is trendy, or because social media sites run their own sleek marketing promotions either. The reason social media is so powerful is because social media is what the people want. In an interview with NPR, Jason King, a professor and musician at NYU’s Clive Davis Institute of Recorded Music said:

“This is very much in line with what’s happening right now in marketing, which is this idea of marketing without marketing, or anti-marketing, where you appear to be just delivering your product directly to the consumer without any mediation…This seems like a direct gift from the celebrity to the consumer.”


Social Media works because people are important. Social media acknowledges the public before the star. What do your neighbors think? What did she wear to the party? Where will you celebrate Christmas? Was the book any good? It’s not just about one person. It’s about everybody.

Because of this, social media can be a powerful marketing tool if you use it right. The best way to use social media properly is to build your eCommerce site using shopping cart software that gives you the tools to build a community around your brand; integrating all the different social media sites.

This is because social media allows you to:

  • Tell your company story
  • Be a real person or a company of real people
  • Take a grassroots, almost campaign-like approach to meeting new customers online, and
  • Really listen to and get to know your customers

All of these things are crucial when you want to attract the type of customers that care about your brand and can’t see living without it in their lives. In fact, building a community around a brand is something that most wildly successful corporations naturally do, (like Harley Davidson, and Apple, for example). Heck, even Beyoncé goes on that list now.

To learn more about how to build and promote your own social media friendly store, contact us.


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