This is my project for Social Media Management at the University of Florida. I chose to create a social media strategy for Lady Gaga for the year 2016

2. Table
of
Contents
• Execu1ve
Summary
• Social
Media
Audit
• Social
Media
Objec1ves
• Online
Brand
Persona
&
Voice
• Strategy
&
Tools
• Timing
&
Key
Dates
• Social
Media
Roles
&
Responsibili1es
• Social
Media
Policy
• Cri1cal
Response
Plan
• Measurement
&
Repor1ng
Results

3. Execu1ve
Summary
• Our
main
social
media
goal
for
2016
is
to
increase
and
strengthen
visibility
and
followership
among
the
general
public
and
within
the
fan
base
in
prepara1on
of
Lady
Gaga’s
upcoming
5th
studio
album
due
out
this
year.
• Our
strategies
to
accomplish
this
are
to
increase
offline
appearances
in
order
to
generate
online
buzz
and
followership
by
discussing
them
more
online
before
and
aSer
the
appearances
and
promo1ng
posi1ve
messages
surrounding
them.

4. Social
Media
Pla,orm
URL
Follower
Count
Weekly
Ac<vity
Average
Weekly
Post
Interac<on
Average
Facebook
hVps://
www.facebook.com/
ladygaga
61.5
M
22
62.6
K
Interac1ons
(Likes,
Shares,
&
Comments)
TwiVer
hVps://twiVer.com/
ladygaga
56
M
25
29.4
K
Interac1ons
(Likes
&
RTs)
Instagram
hVps://
www.instagram.com/
ladygaga
14.8
M
42
171.75
K
Interac1ons
(Likes
&
Comments)

5. Compe<tors
Accounts
&
Followers
Strengths
Weaknesses
Katy
Perry
FB:
71.8
M
TW:
83.1
M
IG:
41.2
Very
personal
and
personable
on
all
accounts
with
loads
of
visuals
Bogged
down
by
promo1ons
and
poli1cal
endorsements
Beyoncé
FB:
64.1
M
TW:
14.2
M
IG:
60.7
M
Posts
are
visual
and
personal
with
higher
averages
per
interac1on
Has
not
used
TwiVer
since
2013
Rihanna
FB:
81.4
TW:
56.3
M
IG:
34
M
Lots
of
visual
and
interac1ve
posts
with
the
largest
FB
audience.
Posts
don’t
appear
to
be
personal
with
references
to
self
in
third
person.

6. Social
Media
Objec1ves
Specific
Objec1ves:
• Steadily
increase
presence
and
follower
count
across
social
media
plaforms
in
prepara1on
for
single
and
album
releases
• Facebook:
increase
posts
linked
from
Instagram
since
gets
the
most
reach,
but
reaches
more
people
on
Facebook.
Reach
65
M
followers
by
album
release.
• TwiVer:
Increased
use
of
#LG5
hashtag
to
heighten
hype
surround
upcoming
5th
studio
album
and
following
singles.
Reach
60
M
followers
by
album
release.
• Instagram:
post
and
outsource
more
to
other
accounts,
increase
follower
count
since
it
has
the
lowest
amount
using
an
Instagram-­‐specific
campaign
for
singles.
Reach
20
M
followers
by
album
release.
KPIs:
• Number
of
followers
and
interac1ons
• Transla1on
into
single
and
album
sales

9. Timing
&
Key
Dates
Internal
Events:
• March
15
–
Announce
new
single
1tle
and
release
date
• March
23
–
Start
Instagram
single
campaign
• March
25
–
enact
hashtag
single
campaign
and
release
single
• April
8
–
release
first
single
music
video
• April
19
–
announce
album
1tle
• May
1
–
announce
album
tracklist
• May
23
–
Anniversary
of
Born
This
Way
album.
Release
new
album
cover
and
release
date
• June
10
–
Release
second
single
and
promote
via
social
media
• June
15
–
Release
second
single’s
music
video
• June
24
–
Album
release
date
External
Events:
• Jan
10
-­‐
Golden
Globes
(Completed)
• February
7
–
Super
Bowl
Performance
(Completed)
• February
15
–
Grammy
Awards
Performance
(Completed)
• February
28
–
Academy
Awards
Performance
• April
8
–
Good
Morning
America
Performance
of
first
single
and
other
old
songs,
premier
of
music
video
as
well
Repor1ng
Dates:
• Reports
will
happen
on
a
quarterly
basis
on
the
first
of
the
month

10. Social
Media
Roles
&
Responsibili1es
Social
Media
Team:
• Manager
-­‐
Oversees
content
and
has
direct
contact
with
Lady
Gaga
for
content
approval
• Scheduler
–
Schedules
content
and
re-­‐posts
across
mul1ple
plaforms
if
necessary
• Editors
–
Edit
copy
and
photos
before
publishing
• Examiners
–
Monitor
and
measure
success
of
posts
using
analy1cs
and
observa1on,
boosts
successful
posts
• Support
Team
–
Receives
and
addresses
technical
concerns
on
all
social
media
plaforms.
Looks
out
for
any
situa1ons
that
would
need
to
be
addressed
by
the
Cri1cal
Response
Plan

12. Cri1cal
Response
Plan
Inappropriate
Post
Is
Made
• Be
1mely,
delete
the
post
immediately
• Consult
with
Social
Media
Manager
if
there’s
need
to
post
an
apology,
usually
if
the
reach
was
large
enough
to
offend
upwards
of
1,000
users
or
if
made
not
of
by
media,
make
it
brief
Gaga
Involved
In
Controversy
• Consult
with
Social
Media
Manager
who
will
talk
with
Lady
Gaga
about
details
to
get
some
clarity
• Prepare
post
to
explain
the
situa1on
if
possible,
try
to
decontextualize
and
deflect
on
social
media
if
need
be
is
to
discuss
it
• Prepare
a
number
of
posts
to
address
the
issue,
respond
or
reply
if
not
comba1ve
and
don’t
become
comba1ve
Someone
On
Social
Media
Tries
to
Call
Out
Lady
Gaga
• DO
NOT
engage
• Social
Media
Manager
will
consult
with
Lady
Gaga
if
she
feels
it
would
be
appropriate
to
reply
or
not
*Rule
of
Thumb:
ALWAYS
consult
with
Social
Media
Manager
before
pos1ng
anything

13. Social
Media
Pla,orm
URL
Follower
Count
Weekly
Ac<vity
Average
Weekly
Post
Interac<on
Average
Facebook
hVps://
www.facebook.com/
ladygaga
64.3
M
4%
Growth
28
5+
Weekly
Posts
69.4
K
Interac1ons
(Likes,
Shares,
&
Comments)
11%
Growth
TwiVer
hVps://twiVer.com/
ladygaga
59
M
5%
Growth
30
5+
Weekly
Posts
34.6
K
Interac1ons
(Likes
&
RTs)
17%
Growth
Instagram
hVps://
www.instagram.com/
ladygaga
18.8
M
2.7%
Growth
51
9+
Weekly
Posts
201.55
K
Interac1ons
(Likes
&
Comments)
18%
Growth