The document discusses how social media has enabled leaders to build followership through "mass intimacy" by directly engaging with a large number of followers. It uses Lady Gaga as an example of effectively utilizing the three pillars of a social media followership strategy: communicating a personal narrative to convey authenticity, developing a collective narrative to build community, and articulating a future narrative with a compelling vision. By understanding and demonstrating these principles of followership through social media, Lady Gaga has emerged as an exemplar of leveraging online platforms to connect with fans and achieve commercial success.