Luke Bryan is a country singer from Georgia who began his career as a songwriter. He found success in 2010 when he was named ACM's top new artist. Bryan is known for his energetic live performances and upbeat style of country music. He actively engages with his large online fanbase through consistent posting on social media platforms like Twitter, Instagram, Facebook, and YouTube, where he shares behind-the-scenes videos. Bryan's social media presence helps him communicate with fans, promote his music and tours, and build community among his followers.

1. Luke Bryan
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2. Background
• Luke Bryan is a country singer from Leesburg
Georgia
• He began his career as a song writer while he
worked toward building his own career as a
singer
• In 2010 he was named the Academy of
Country Music’s (ACM) top new artist

3. Cont..
• In just 3 short years he earned ACM
entertainer of the year honours
• Luke is known for his energetic
performances and his up beat form of music
• He is currently touring and selling out some
of the largest stadiums in North America

4. Social Media Presence
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Luke currently uses:
Twitter
Instagram
Youtube
Facebook
Myspace
And his own website http://www.lukebryan.com/welcome.html

5. Online Community
• Luke Bryan has an enormous following, and
several online communities have formed.
Communities are formed by people
commenting and replying to each other on
twitter and facebook, as well as quite a few
forums where people post their comments,
and occasionally debate aspects of the artists
career while comparing him to other artists.

6. Online Community
• Luke Bryan is able to make his fans feel like
they are a part what he is doing everyday, by
keeping them informed on social media. His
youtube videos allow fans to see “behind the
scenes” and he often runs twitter campaigns
to encourage his fans to vote for him for
different awards shows.

7. Find your Audience
• Luke Bryan has definitely found his audience.
His form of “new country” speaks to younger
generations and his use of twitter, facebook
and other social media sites has definitely
been a great way to keep in touch with his
audience. If his audience demographic was
older, then social media may not be the best
way to engage with them.

8. Meaningful, Shareable Content
• I think his most meaningful and sharable
content comes from his youtube channel
http://www.youtube.com/user/LukeBryan
• He posts weekly videos of behind the scenes
features to show what life is really like for a
musician on the road. I think this is exactly what
people enjoy about social media with regards to
celebrities. You feel closer to the artist when you
“get to know them” virtually

9. Engage your fans
• Luke Bryan engages his fans by replying to
tweets, giving away tickets through twitter,
encouraging his fans to vote for him for
certain awards, and also by his youtube
videos. These videos occasionally contain
new songs that give fans a chance to get a
peak at his new material before it is released.

10. Push IRL
• Luke Bryan doesn’t usually tweet during
shows, or respond to fans virtually from the
venues in “real time”, but he shows clips of
his shows in his weekly youtube show. This
shows clips of the crowd cheering as well as
some highlights from the show. This doesn’t
make an immediate virtual connection to the
fans, but fans do enjoy watching back
highlights from the show they were at.

11. Consistency
• Luke Bryan tweets, posts facebook staus’, and
youtube videos consistently throughout the
year. I think this creates an online audience
that actively looks for new videos, tour dates,
and other bits of information about Luke

12. Online Music
• Luke Bryan’s music is available on itunes
• You can also listen to his music on youtube,
but cannot steal it off of youtube because he
uploads it using Vevo
• You can also hear his music on online radio,
as well as streamed from sites like 8tracks
and Soundcloud

13. Followers
• Luke Bryan’s online audience is MASSIVE. He
currently has over 2.8 million twitter followers
• He has over 6 million likes on his official
facebook page
• His weekly videos average over 40 000 views,
and his songs all have over 2 million views
• By posting content for his followers online he is
able engage them, and show his gratitude
towards his fans.

14. Communication
• Luke Bryan’s online presence not only
displays his new music, and what he’s doing
on the road, it is also a way to communicate
with his fans. Several times his shows have
been postponed due to bad weather, and he
is able to communicate this to his fans via
twitter and facebook. He also used twitter
and youtube to announce the venues for his
tour this year.