Why was Kim Kardashian the Most Searched For Celebrity in 2010?


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Short answer – she’s interesting. Yes, really. After Bing named Kim as their most “popular” celebrity of 2010 and Yahoo! put her in their top 5 I got to thinking – why??? (Google didn’t even have her on their list – go figure.) So I did a little digging and used Attensity360 to find out more about Kim. Attensity360 is great for tracking corporate brands and products/product issues in social media, blogs, forums, news sites, and more and, well, that is exactly what Kim is, a well-managed brand, a money making machine (she’s the highest paid reality star to date and makes $6M+ per year.) After following her for 3 days using Attensity360 – here’s what I found……TopicCoverage1 300x187 Why was Kim Kardashian the Most Searched For Celebrity in 2010?

1. Her Brand is Soaring: There is no mistaking that the “brand” Kim Kardashian is soaring right now. In the last 30 days there were tens of thousands of posts that mentioned her name in some context. Twitter and most of social media is a buzz about Ms. Kim. You can see from the chart on the left the break-down of the coverage. Twitter (Micro-Blogs) accounted for a little more than half of it. But Blogs, discussion boards, video sites (like YouTube) all had both content and tons of comments and threads on Kim.

2. People Like Her: The sentiment of the discussions and mentions of Kim are largely good or neutral TopicSentiment6 300x188 Why was Kim Kardashian the Most Searched For Celebrity in 2010?with almost 80% of the content having positive or neutral sentiment. The comments that mention her center around either “reporting” on her where-abouts or positively commenting on something, whether complimenting her looks or getting excited about the latest product she is promoting, the latest guy she is dating, etc., etc.

3. She Can’t Do Anything Without Generating Tons of Interest: Literally everything she does, what she wears, who she is with and who she is not with is covered. And gosh, she attends big fashion events, goes to pro-sports games, signs deals to promote cloths, perfume, jewelery, make-up, diet-drinks and more, it’s kind-of fun to follow her. Just in the last week or so, she broke-up with a global fashion model and started dating a pro-sports player – WOW. Who needs daytime or night-time TV drama – just follow Kim! Now she’s going to host a fundraiser for Haiti and she balances out that with also hosting a New Years Eve party at the TAO nightclub in Vegas. And, of course, on any given day she fights off pregnancy rumors (burrito for lunch), launches a singing career, or wins an award for “best bum.” And everyone of these events creates major buzz!

Below are just two days worth of word clouds about Kim – fun and yes kind of interesting….. (I crossed out inappropriate words.)

KimDay2 15 Small 130x300 Why was Kim Kardashian the Most Searched For Celebrity in 2010?

KimDay3 15 Small1 134x300 Why was Kim Kardashian the Most Searched For Celebrity in 2010?

BTW – Lady Gaga (a personal fav & Google’s top search for the 2nd year in a row), the Bieber (Ask Jeeves top search), Miley, Beyonce, and Michael Jackson also top the list. They are just as interesting and built careers around music and entertainment. For me, the most interesting thing about Kim is that she has built a phenomenally successful career around herself (and her family and friends), and that so many people are avidly following her daily activities. Go Kim – congratulations!

Republished with author's permission from original post.

Michelle deHaaff
Michelle leads marketing at Medallia, the leader in SaaS Customer Experience Management and has over 18 years of experience in marketing, branding, product management and strategic partnering in Silicon Valley. Michelle came to Medallia from Attensity where as Vice President of Marketing and Products she led the transformation of the brand and the products to be the leader in Social Analytics and Engagement. Michelle also led Marketing at AdSpace Networks, was a GM of Products at Blue Martini Software and worked at Ernst & Young as a CRM practice manager.


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