2. Taylor Swift
Justin Bieber
Taylor Swift was born in Reading, Pennsylvania, December 13th, 1989. Swift
performed the “Star Spangled Banner” at only 11 during the Philadelphia 76ers half-
time. At age 12, she learned to play guitar and began writing her own songs. Her family
noted her dedication to a career in the music industry and relocated their family to
Hendersonville, Tennessee to help Taylor land a recording contract. At Nashville’s
famous Bluebird Café, Swift was finally recognized by Scott Brochetta of Big Machine
Records and signed a contract. Swift released her first single, “Tim McGraw,” in 2006,
which became a Top 10 hit shortly after. Her debut album, Taylor Swift, sold more than
2.5 million copies, and included other popular songs such as “Our Song,” “Picture to
Burn,” and “Teardrops On My Guitar.” She has won countless awards such as the Acad-
emy of Country Music’s “Female Vocalist of the Year” and American Music Awards
“Favorite Female Country Artist,” in 2008. Her second album, Fearless, was also re-
leased that year, which topped the charts and gave her the status of the highest selling
country artist of 2008. By 2010, Speak Now was released and debuted at Number 1 on
Billboard’s top 200. 2012, Swift released Red, with the hit single “We Are Never Getting
Back Together,” which transformed her from a country artist to a pop artist. Her fifth
album, 1989, made her the first female artist to release three albums that sold more
than a million copies in a week. In 2012, she was ranked as Forbes “Highest Paid Ce-
lebrity under 30.” Taylor Swift’s overall net worth is around 280 million, with an annual
average salary of 80 million a year.
Pop-sensation, Justin Bieber, was first discovered on YouTube by current
manager, Scooter Braun. His entertainment career began in a singing competition in
his hometown, Statford, Canada, where he put videos on YouTube to show his distant
relatives his talent. Shortly after, Bieber’s videos were being watched by thousands of
adoring fans across the world. Bieber flew to Atlanta to meet with Scooter Braun, and
introduced himself to Usher, who eventually signed Bieber, at the age of 12. Bieber’s
first single, One Time, was released in May of 2009, and reached platinum quickly after
the release. His first album, My World, was just as successful and sold about 137,000
copies in a week. Bieber released his next single “Baby” which found its way into the
Billboard Top 10 by 2010. In 2011, Bieber’s documentary Never Say Never came out
in theaters, which allowed fans, also known as “Beliebers” to peak into the superstar’s
life behind the scenes. The film grossed 73 million in the box office. In the same year,
Justin Bieber released his holiday album featuring a duet in Mariah Carey’s classic hit,
“All I Want For Christmas is You” and original song, “Misletoe.” In April 2012, Bieber
released single “Boyfriend” which was followed by the album, Believe. Recently, Justin
Bieber has been making headlines for his numerous scandals, his biggest being his DUI
arrest in Miami in 2014. His bad-boy attitude altered his squeaky-clean reputation to
one of a troubled teen, which shifted his fan base from 6-18 to 13-27. To promote his
newest single, “What Do You Mean?” he started July 28th, 2015, a month prior to the
3. Carrie Underwood
Carrie Underwood was born on March 10, 1983 in Muskogee, Oklahoma
and grew up in Checotah, Oklahoma. Her career in music began when she won
American Idol: Season 4 in 2005. Her debut album Some Hearts was later released
in 2005 and reached commercial success receiving many first time awards for
Country music. She released her fifth and latest album, Storyteller, on October 23,
2015.
The goal Carrie Underwood is trying to reach through social media and
other online resources is to generate awareness of herself and her music. She cur-
rently has two websites. One website is dedicated to the release of her new album,
Storyteller, and the music she has with links available to purchase her album and
songs on the website. Her other website is her official page that is focused on herself
as an artist which includes a bio and upcoming tour dates and locations. Tabs that
connect to her social media profiles are also included on her official website page.
On her website, it shows that she uses Twitter, Instagram, Facebook, YouTube, and
Pinterest.
Carrie Underwood’s specific goals are to generate awareness to generate
awareness to her music and herself as an artist. Her social media and online pres-
ence is currently focused on promoting her new album and any appearances she
has made on television. Another goal is to build relationships with her fans and
potential consumers of her music. On her official website, she has specific tabs for
her fan club and also her store, helping to try and reach the goal of reaching out to
fans.
Her key publics are pretty generalized. She focuses more on people that
range in age from 15-mid 30’s. However, her music can be relatable for many other
generations. Her consumers are typically females in their late teens and early to mid
20’s.
Her current net worth is about $55 million. Her ticket prices for her Storyteller tour
can vary depending on date and location of the concert, but most of her tickets
range in price from $78 up to $127 per ticket.
Carrie Underwood is a competitor of Taylor Swift, because both are female artists
in the music business. Both are competing for the same audience group and looking
to generate more listeners to their music. Both singers are in two different genres of
music, but many times their songs and albums have crossed over into other genres.
release of his newest single and with the help of artists from Big Sean to model, Gigi
Hadid. Each day he would feature a new celebrity holding up a sign on social me-
dia to promote the artist. Justin uses social media primarily for promoting music,
apps he is sponsored to promote, and personal pictures he choses. Justin Bieber’s net
worth is about 200 million, with an annual average of 60 to 80 million a year.
4. (Internal)
(External)
(Positive) (Negative)
• Taylor Swift has strong following.
• She is very consistent in the
look and feel of her posts.
For example: every picture on
Instagram is high quality, and
even though they’re of different
things, it looks like they belong
together.
• She includes other celebrities
in her posts which may gain
attention from people who don’t
normally pay attention to her
posts posts.
• A lot of her pictures look the
same. Pictures of her during her
concerts are really similar.
• Being too personal in what she
posts could become an issue.
That may lead to a stronger focus
on her personal life rather than
her music.
• Her fans have less access to
her music after she took it off of
Spotify.
• Continued use of hashtags or
participating in things that go
viral can help her continue to
gain popularity and reach a wider
audience.
• Building a broader fan base by
continuing to do collaborations
with artists from other genres of
music.
• Strong competition: Justin Bieber
is very successful in his use of
social media.
• Pirating music is becoming
easier.
• Streaming music is on its way
to being the prominent way of
listening to music.
5. Taylor Swift is an artist who not only has worked
to create a specific brand, but also to fiercely protect it.
This specific type of branding has consistently translated
over all three of her major social media outlets – Twitter,
Facebook, and Instagram.
During the time period we used to analyze Tay-
lor’s social media channel (October 21st to November
4th) she was in the middle of her 1989 tour. The tours
notoriety has been not only due to Taylor’s ability to draw
a crowd herself, but also due to the A-List names of sur-
prise acts who have appeared at each of her venues.
Taylor is much more active on Twitter and Insta-
gram than she is on Facebook. With 66.4 million follow-
ers on Twitter she consistently receives tens of thousands
of retweets and sometimes even more favorites. During
the time period that we were analyzing her twitter her
main focus was obviously on promoting her tour, but also
promoting the artist who appeared at each stop along
the way. Occasionally Taylor will tweet more personable
things, and it is during these times that we are reminded
she is actually part of our generations. Such times as
when she participates in #tbt (“Throw back Thursday”)
or when she tweets a picture of her cat, Olivia Benson,
simply looking adorable. The highest number of retweets
she received received over the time period we were ana-
lyzing her Twitter was 44,340, and it was in fact a picture
of Olivia. The highest number of favorites of one of her
tweets was 244,750, and it was a promotion of a Youtube
artist who had done a cover of one of her songs.
Taylor’s Instagram is pretty consistently linked
with her Twitter as far as content. Her Instagram boasts
about 56.6 million followers, which is about ten million
less than her Twitter, but her average number of likes is
significantly higher. On Instagram, Taylor averages about
1,302,159 million double taps, and she averages about
13,649 comments on a post.
Facebook seems to be the main social media
outlet that Taylor is lacking in. The irony in this is of all
her social media outlets this is the one she has the largest
following. Her Facebook page has 73,349,848 “LIKES”,
but she only posts on occasion. When she does post,
however, her posts average about 14,000 likes and close
to 4,500 shares.
Taylor Swift has used social media to
promote several artists who have made guest
appearances at her shows along her tour
including country music star Miranda Lambert.
One thing Taylor has always been able to do is laugh at herself, and that tran-
scends to her social media. She is a great example of how to effectively incorpo-
rate humor into social media.
Oh Olivia Benson. Taylor’s cat is
definitely the real star of her social
media.
6. Carrie Underwood, recipient of seven
Grammy Awards, eleven Academy of Country
Music Awards and numerous other honors may
have a strong presence in the world of music,
but her social media presence is underwhelm-
ing compared to her competitors.
We specifically focused on analyzing
Underwood’s posts from October 21st to
November 4th. During this time she released
her new album Storyteller and has also hosted
the Country Music Awards (CMAs) with co-host
Brad Paisley. Due to this, there was a high
volume of promotional material for the two
events on all of her social media channels.
Analyzing her Twitter, Instagram and
Facebook we can see overarching trends over
the channels-- she has a low percentage of
followers that are actively interacting with her
posts. Underwood has 4.81 million followers on
Twitter, but only averages around 500 retweets
and 2,130 likes per post. Most of the content
that she is posting was promotional material
that heavily lacked a sense of her personality.
Compared to her competition, such as Swift
and Bieber, she focuses less on herself and
more on her music business on her social
media channels. For example, 52% of the
tweets posted during the time period analyzed
were promoting her new album, tour dates,
or shows she was attending. “Team CU” is
a group that posted 14% of the promotional
ads. These had the lowest rates of retweets
or likes averaging at around 270 retweets and
1,100 likes. Both of those are almost half of
her normal average. From this data we can
assume that her followers don’t respond well
to what feels like advertisements. Her
posts with the highest numbers are always
posts coming directly from her that poss a
lighthearted and silly tone, and are focused
on her and not necessarily her career.
Similar data can be found in both
her Instagram and Facebook Channels.
Of Underwood’s 2.7 million followers on
Instagram, she is only averaging 61,000
likes per post which means only 22% of
her followers are interacting with her posts.
Judging by the content of the posts in
the range of dates analyzed, she doesn’t
provide much insight into her daily life.
Again, much like twitter, most of the posts
are promotional and stale.
Sitting at just above 11 million,
Facebook is the channel that Underwood
has the highest number of followers. Even
though she has the largest audience
here compared to her other social media
channels, she uses Facebook the most
inconsistently and the least. More than half
of the days we focused on, she did not post
any content. She averaged 14,000 likes
per post, which is only .13% of her total
followers. This is a seriously underused and
underdeveloped medium.
Overall Carrie Underwood has
a very successful
career, but that
doesn’t seem to
translate to her social
media channels.
Above is a screenshot of one of the promotional posts that is common
for all of her social media channels.
7. Justin Bieber posted photos of different graffiti
around the world, each one announcing his
upcoming album. He then encouraged fans to
find the graffiti in order to win a free copy of his
album.
In 2013, Justin Bieber topped
Lady Gaga as Twitter’s most popular
person. Since then, he has been
demoted to the second most popular,
but almost 45 million followers is nothing
to scoff at. Justin Bieber’s social media
presence is just about as strong as it
gets.
We analyzed Justin Bieber’s
social media posts from October 21st
to November 4th. Over this period of
time, Justin released two new singles
from his upcoming album, ran a special
release on the tracklist of his upcoming
album, and attended a few red carpet
events as well. Despite the constant
opportunity for promotional material,
Justin Bieber managed to keep a balance
on promotional material and personal
material in order to keep his fans
engaged.
By analyzing Justin Bieber’s
Twitter, Instagram, and Facebook
usage we are able to determine what
content most fans would like to see and
how a typical fan-base interacts with a
celebrity’s social media. Bieber’s most
popular content varied from each social
network. For example, his most popular
tweet was a shout-out to his fans for his
People’s Choice nomination yet his most
popular Instagram post was a selfie and
Facebook post was a parody of Drake’s
Hotline Bling video. However, Bieber
does maintain consistency between each
of the channels by posting overlapping
content on each of the sites. Justin is
the most active of the three celebrities,
he averages six tweets and Instagram
posts a day and posts almost daily on
Facebook.
Bieber conveys a limited sense
of personality in his social media. Some
of his posts seem forcibly personal
instead of natural. Each of the channels
feature some personal messages
but his constant bombardment of
promotional material, though necessary
and justified, can easily feel detached.
Although Bieber posts the most, Taylor
Swift still maintains a stronger sense
of personality on her posts than Justin
Bieber does. Perhaps a strong sense
of personality is what Bieber needs
in order to encourage a stronger
percentage of his fans to interact with
his posts. Only an average of 1% of his
Twitter followers, 1.9% of his Instagram
followers, and 1.7% of his Facebook
followers interact with his posts on
average. However, the interactions
that do occur are fairly consistent
and are impressive numbers overall.
Bieber could also attempt to interact
with his followers more. Although he
concisely follows his fans on Twitter,
other interactions are limited. However,
Bieber did engage followers on Twitter
and Instagram by encouraging them
to locate graffiti around the world for a
chance to receive a free album.
Justin Bieber tends to tweet
out a large amount of promotional
tweets but makes each of them
different by adding a personal touch
such as saying “Thank you” or “It’s all
about the music,” in each tweet. He
also randomly tweets out funny quips
and gives shout-outs to his fans or
fellow celebrities. Justin gets more
interaction on Instagram than he does
on either Twitter or Facebook. The
posts that get the most likes are his
“selfies” but Bieber also posts a lot of
memes and other pictures or videos
that are currently trendy, which adds
a personality to his posts that isn’t as
present in his other forms of social
media. On Facebook, Justin’s posts
primary videos and he frequently
releases “sneak-peeks” and personal
video announcements to his followers
on this channel. Overall, musical
releases, special content, and “selfies”
are the most popular content posted.
Promotional tweets, especially if
they’ve already been shared multiple
times throughout the day are the
least popular. His fan also seem to
be uninterested in posts announcing
content unless it includes sneak peek
or some sort of original content with it.
Fans also seem to appreciate the more
personal posts that show personality
or lifestyle rather than just stock photos
from albums.
Justin Bieber strived to add personal touches to
his promotional material by writing in messages
to his fans in each post.
Justin Bieber’s fans loved when he gave
shoutouts and support to his fellow artists, like
this photo of him and Ed Sheeran at an awards
show.
8. Consistency
Taylor Swift is extremely successful in creating a
consistent look throughout all of her social media
channels. Averaging around 65 million followers
across her social media outlets, she has an ex-
tremely high volume of people around the world
watching her.
Taylor Swift’s holds strong similarities
across all of her social media channels. The
images used are all high quality, and on every
channel she tries to exemplify her personality
to her followers. There is a strong consistency
between Instagram and Twitter, but Facebook
has a slightly different tone. Many of the posts
on Facebook have an underlying business-like
message. There are lots of advertisements, and
like her competitor Carrie Underwood, these
post are getting significantly lower amounts of
interactions.
Social Media Updates
Taylor Swift and her competitors,
Justin Bieber and Carrie Underwood, all regularly
update their social media. Facebook, however,
always has the highest number of followers and
the least number of posts over the time period
we are studying. This is a channel that holds
a lot of untapped opportunities for each of the
celebrities. Swift’s strongest channels are her
Twitter and Instagram channels. On Instagram
she consistently has over 1 million likes. Carrie
Underwood did not reach 1 million at all during
the time period we studied, and Justin Bieber
only hit 1 million 29% of the time.
Personality
Taylor Swift’s personality radiates
through all of her social media channels.
Whether we look at picture of her cats, videos
of her dancing with her fans, or just reading
a funny tweet-- she has a way of making her
followers feel like they’re getting a glimpse into
her life. Justin Bieber’s posts, like discussed
earlier, tend to come off as forced or detached.
Carrie Underwood also has a similar problem.
Underwood’s posts seem forced and don’t give
much insight onto what she’s like on a day-to-
day basis.
Interactions
Taylor Swift and Carrie Underwood
both engage with their followers consistently.
Carrie posted a collage of pictures showing
her fans in stores purchasing her album, and
thanking them for their support. Taylor Swift likes
a large percentage of pictures that her fans post
while they’re at her concerts. This seems to be
a successful way of showing her fans that she
appreciates them coming to see her concerts.
Across all the social media channels
of all the celebrities, it’s the posts that make
them look silly, goofy, or normal that everyone
responds too the most. Videos of Taylor
Swift dancing backstage, pictures of Carrie
Underwood with a fake mustache on making
a cheesy joke, and selfies of Justin Bieber all
make their followers feel like they can relate to
the celebrities they look up to. Social media is an
amazing way to humanize those in the spotlight.
It’s a way for followers and celebrities to feel
closer.
The picture above is a Facebook advertisement that received
only 2,449 likes, when her more personal pictures, like those of
her at her concerts, get around 300,000 likes.
Above is a picture of Taylors Halloween costume. She dressed
up as Olaf from Frozen at her concert.
Above is an example of Taylor Swift opening up, and being goofy
with her followers.
9. Taylor Swift knows exactly
how to be personable and funny
on Instagram. It’s not all about her
music business, like her competitor
Carrie Underwood, but instead
she’s super funny and relatable.
One of the trends noticed in her
social media channel was the
goofiness of her posts, and how
much her followers related to
that. The number of comments
on pictures like this is significantly
higher than that of her more
“professional” pictures. From this
we can assume that her followers,
or fans, respond more when they
feel like they’re getting an inside
look into her life.
Keeping in mind that she
is currently on tour, there is also a
trend of the type of pictures she is
posting. Pictures of her on her 1989
World Tour dominate her Instagram
and Facebook, but create a consis-
tency of look.
The main area I could
see Taylor Swift improving in is
utilizing her Facebook more. She
has such a large following on that
particular outlet, but she rarely
posts on it. This could of course
be that the majority of her fanbase
is more interactive on Twitter and
Instagram, but the numbers don’t
lie and a lot of people “LIKE” Taylor
Swift.
Another area Taylor could
afford to improve on is not posting
pictures that are so similar in such
a short amount of time. Literally
all of her concert pictures look very
similar and posting what is essen-
tially the same picture over and
over again could seem redundant
and quite frankly annoying.
I would also reconsider her
decision to remove her music off of
Spotify. Obviously she has a huge
fanbase, and they are going to buy
her music regardless. However,
not allowing people to stream her
music could have a potentially neg-
ative impact on her social media
especially if #TaylorSwift sucks
starts trending.
Taylor’s definitely doing
more right than she is wrong.
Her tweets also receive tons of
interaction. She also does a great
job of bridging the gap between
fans of different genres of music.
Fans of others who perform at her
shows might not have been Taylor
Swift fans prior, but by her social
media featuring clips of other types
of artists performing alongside her
people are more likely to check out
her music.
I think her overall weak-
ness is redundancy. As previously
mentioned a lot of her pictures and
video clips are of the same show
with the same people singing the
same song. It can definitely be a
little bit of overkill.
10. When Taylor Swift’s mother was diagnosed
with cancer, she shared that personal
information openly with the general public.
This action led to fans feeling more
connected to Swift. It is one of our goals
to continue this open dialogue in a more
consistent manner.
Humor was successful for all of the celebrities that
we audited because it is both entertaining content
for followers to consume and provides insight to
what their true personality and sense of humor is.
What connects celebrities as famous as Taylor
Swift to her fans is the fact that her fans all want to
be her best friend. Social media provides a perfect
platform through humanizing the celebrity, and
allows the celebrity to engage on a more personal
level.
Personable
Humor
Transparency
Core Concepts
11. Introduction
The interesting thing about
Taylor is that she was able to do what
a lot of artists aren’t successful at--
cross genres of music with ease. A lot
of her social media strategy is about
bringing together people who enjoy
several different types of music under
one big umbrella - hers. It is essential
to keep in mind that during the time
that we audited Taylor Swift’s social
media, she was on her 1989 World
Tour. This led to a really high volume
of pictures of her on stage, typically
posted back to back. This spamming
of her social media accounts seems
redundant, especially to her fans who
aren’t in attendance of the concert.
However, posts announcing
celebrities that she’s sharing the stage
with create more variety in her content
and also engage all of her followers by
relating herself to people outside of her
personal brand. Something that she
did in the past that was very successful
that mirrors this variety was her social
media campaign leading up to her Bad
Blood music video. Swift expanded her
personal brand by including famous
and powerful women throughout the
entire entertainment industry. Through
analyzing her past successful
campaigns, we hope to expand upon
her previous successes and
highlighting her genuine personality
through a larger array of content.
Summary
Taylor Swift’s social media
is already extremely successful,
especially in comparison to the other
celebrities that we audited. Overall,
she has provided an excellent
starting point to improve upon. This
is exemplified when comparing the
number of likes received across all of
the platforms that we audited for Swift,
Underwood and Bieber. Taylor Swift
consistently reached a higher number
of likes than the competitors that we
chose. This is why our main goal is to
emphasize the content that receives
the most interaction from her followers.
Resolution to Sing
Considering that the main
issue we found with Taylor Swift was
the lack of variety in her content, we
can look to her competitors to get
ideas on how to expand on what
is already present on her social
media channels. Justin Bieber was
successful when providing his fans
with a deeper experience of their
favorite songs by stripping it down
and posting acoustic versions. In the
messages made for Taylor Swift we
would incorporate videos similar to
that of her competitors. She already
highlights artists who cover her music,
but it would be exciting if she got more
involved by doing duets with both
upcoming and well-established artists.
Posting videos like that to her
Facebook would not only increase
traffic to her most followed social
media platform, but it would also
incorporate the fans of the artists that
are covering her music. This would
help there be consistency throughout
her content, but we can improve upon
what she already has by making it
more interactive.
Plan for Instragram
Focusing on her Instagram,
like previously mentioned, most of the
pictures she has posted were of her
on stage during her world tour. The
pictures she has been posting on stage
is creating a disconnect because it’s
not an experience that’s relatable to
her fans.
Fans can experience her
world tour off of the stage, by traveling
with her through her pictures. This
is how we came up with our plan for
Instagram. We will produce content
that is based on where she is in the
world during her tour. Each post would
demonstrate all of the core concepts
by showing her fans what she enjoys
about the different parts of the world
she is in at the time.
12. Task Start Date End Date Duration
Announce Special Concert Guest 12/5/2015 12/5/2015 0
Announce Special Concert Guest 12/5/2015 12/12/2015 7
Announce Special Concert Guest 12/7/2015 12/7/2015 0
Announce Special Concert Guest 12/7/2015 12/8/2015 1
Announce Special Concert Guest 12/8/2015 12/8/2015 0
Announce Special Concert Guest 12/8/2015 12/13/2015 1
Film Backstage Moments 12/10/2015 12/10/2015 0
Document Exploring Adelaide, AUS 12/10/2015 12/12/2015 2
Document Exploring Melbourne, AUS 12/11/2015 12/11/2015 0
Photo of T-Party 12/12/2015 12/12/2015 0
Film After Momements 12/12/2015 12/12/2015 0
Production of post tour media clips 12/13/2015 12/20/2015 7
Share 3 Post Tour Media Clips 12/13/2015 12/14/2015 1
Exploration/Australia Appreciation/Goodbye Tour 12/13/2015 12/13/2015 0
Taylor's Squad Sleepover - Baking Cookies Post 12/13/2015 12/31/2015 18
Birthday Post 12/20/2015 12/25/2015 5
Film and Edit Acoustic Christmas Carol 12/20/2015 12/24/2015 4
Share Acoustic Christmas Carold 12/24/2015 12/24/2015 0
Prepare for Resolution to Sing 12/25/2015 1/31/2016 37
Announce and Promote Resolution to Sing 1/1/2016 1/3/2016 2
Record/Edit Week 1 Resolution to Sing 1/4/2016 1/7/2016 3
Promote Week 1 Resolution to Sing 12/27/2016 1/8/2016 12
Post Resolution to Sing 1 1/8/2016 1/8/2016 0
Record/Edit Week 2 Resolution to Sing 1/9/2016 1/12/2016 3
Promote Week 2 Resolution to Sing 1/9/2016 1/14/2016 5
Post Resolution to Sing 2 1/15/2016 1/15/2016 0
Record/Edit Week 3 Resolution to Sing 1/11/2016 1/17/2016 6
Promote Week 3 Resolution to Sing 1/16/2016 1/22/2016 6
Post Resolution to Sing 3 1/22/2016 1/22/2016 0
Record/Edit Week 4 Resolution to Sing 1/15/2016 1/26/2016 11
Promote Week 4 Resolution to Sing 1/23/2016 1/29/2016 6
Post Resolution to Sing 4 1/29/2016 1/29/2016 0
Socia
1989 World Tour
These posts will focus on
Taylor’s life off-stage.
Posts Focused on
Taylor’s Birthday
Posts Focused on the
Holiday Season
Resolution to Sing
This demostrates the plan
to execute the Resolution to
Sing campaign.
13. Week of Dec. 6 Week of Dec. 13 Week of Dec. 20 Week of Dec. 27 Week of Jan. 3 Week of Jan. 10 Week of Jan. 17 Week of Jan. 24
al Media Spreadsheet - Sheet1
14. Summary
Victoria Davis
Olivia Bynum
Colton Cumbie
Ashley Paulmeno
Madison Kilpatrick
Our group started with a background analysis on Taylor Swift, Justin Bieber, and Carrie
Underwood to help familiarize ourselves completely with the artists. We discovered how each artist
launched their career, albums they have produced, what forms of social media they are active on, and the
total net worth of each artist. We chose to focus on Taylor Swift specifically because she has successfully
done what other artists struggle with, and that is merging from one genre to the next. Taylor Swift is
successful at promoting herself on all social media platforms, Instagram, Twitter, and Facebook while
she is on her tour. However, she is repetitive on what content she does post to all three, because it is
primarily pictures of her on stage performing. However, leading up to the release of her music video
for “Bad Blood” she posted promotional content each day as a countdown to her music video, as well
as revealing what stars would be featured. We discovered Taylor is known to promote rising artists that
cover her popular songs, therefore we came up with the plan to connect Taylor and her talented fans by
having them collaborate on her songs. Justin Bieber is known to release acoustic versions of his album
or acoustic covers on YouTube to show fans his wide range of vocals rather than what is limited on his
album. We thought Taylor’s fan’s would appreciate her raw talent. Carrie Underwood’s background
on American Idol show fans that her raw talent is what led to her success today. Justin Bieber is more
successful about promoting his music on each social media platform with his latest social media
movement for Purpose where he is uploading individual videos of dancers dancing to his songs to keep
fans engaged.
As Taylor is closing her 1989 tour, we want to incorporate other ways she can interact with fans.
We want to get her off the stage, connecting and interacting with fans because on stage she has the pres-
ence of acting “above” fans level.
