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The Buzz of the Beyhive

Beyonce Giselle Knowles Carter, also known as Queen Bey, has reigned the world of music for more than two decades and is not slowing down. She has done it all: been in an all girls band, won 17 Grammy Awards, sold over 75 million records as a solo artist (click here for some beystats), been an actress, a wife, a mother, a philanthropist, and is now the queen of the world for many die-hard fans, also known as Beys. And trust me, there are many Beys buzzing around.
These Beys are most commonly seen expressing love for their queen in the world of Social Media, where Beyonce's PR team coined the term Beyhive to refer to the star's fan-base. The crazy thing about Beyonce's Social Media presence is that she herself is close to absent in this world. As I mentioned in my last post, Groundswell tells us that our brand is what our customers say it is; this statement is truly validated by Beyonce's brand. Read Jamie Harrison's blog post on social media lessons that we can all learn from Beyonce. He writes that Beyonce has 6 million followers on Twitter, despite having tweeted only 4 times! That was in 2012, by 2014 she has 8 tweets. Reading about the limit of the star's social media activity was eye opening for me, because it goes on to show that the conversation the Groundswell has about your brand is more vital to the success of your brand, compared to the conversation you have about it.

Yonce is most active on FB compared to other platforms. Her page is mostly used to promote concerts and new projects like the new Beyonce Calendar.



Lets have a look at the page stats:



While these numbers are impressive, what is even more astounding is the relationship that she and her PR team have managed to build with the Groundswell. Just a quick search of the word "Beyonce" on Ice Rocket and Social Mention shows us just how hot of a conversation topic she is.



In fact, the Groundswell supporting her is so strong that she was able to release the album Beyonce on itunes in December of 2013, without any promotions, and still achieve tremendous success. This surprise album is seen as a "modern miracle" that "[knocked] down industry expectations and marketing norms." The sale of 900,000 copies in the first three days is incredible and owes a lot of credit to the Groundswell. With 5,300 Tweets per minute, 1.2 million Tweets total, and 1,300% increase of Fb mentions on Beyonce in the hours after the release of the album, and a following of celebrity support on Social Media, all Beyonce's team needed to do was make an album; the connection that fans felt towards their brand took care of the promotion.

I believe the connection that fans feel to Beyonce's brand stems from the probes that her team provides them on Social Media; they are constantly giving the public something to talk about whether it is Hashtags, new nick names for the star and her fans, a calendar, a philanthropic foundation (#Beygood), or political views.


It is safe to say that the Queen and her team have mastered the art of Social Media and their presence will be prominent for a long time. So let me leave you this video that truly commemorates everything that is BEY and will leave you in awe, but first I want you to think about these questions:

Are you in the Beyhive? Why or why not? And if you are, how much of it do you think has to do with her brand and less with her music? 




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