Lady Gaga's Social Media Strategy to increase her engagement with her fans leading up to her new album release and her 2017 Super Bowl performance.

1. Lady Gaga’s Social Media Strategy
2 October 2016
By Karen Marulanda

2. Table of Contents
1. Executive Summary, October 2016
2. Social Media Audit
a. Customer Demographics Assessment
b. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
• The primary focus of Lady Gaga’s social media
presence is to encourage fans to engage in
conversations with her as she prepares for her
album release and Super Bowl performance.
• By having fans feel like they are on this journey with
her we hope to increase social media followers and
music purchases.

4. Social Media Audit As of October 2, 2016
Social
Network
URL
Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
# interactions/
reach
TwiSer
twiSer.com/ladygaga
63,904,852
23.1 per week
Facebook
facebook.com/
ladygaga
61,269,802
13-­‐‑14 per
week
Instagram
instagram.com/
ladygaga
18,935,845
18.98%
Youtube
Youtube.com/user/
LadyGagaVEVO
7,338,839
1-­‐‑2 per week

5. Customer Demographics
Assessment
Source:
hSp://www.marketingcharts.com/
traditional/lady-­‐‑gaga-­‐‑provokes-­‐‑mixed-­‐‑
brand-­‐‑reaction-­‐‑18330/

6. Competitor Assessment
• Lady Gaga is ranked #7 among the top 10 most
followed Twitter users. Other musicians in the top 10
include:
o #1 Katy Perry
o #2 Justin Bieber
o #3 Taylor Swift
o #5 Rihanna
o #10 Justin Timberlake

7. Social Media Objectives
• To increase social media followers by 20% before
Lady Gaga’s Super Bowl performance on February
5th 2017
• To position Lady Gaga’s new album Joanne on the
Billboard Hot 100 chart.

8. Online Brand Persona and
Voice
• Quirky
• Raw
• Positive
• Casual
• Passionate
• Acknowledges the past
while looking towards the future

9. Strategies and Tools
• Paid -Twice a week leading up to the album
release, boost popular organic Facebook posts for
48 hours.
• Owned- Reintroduce older hashtags on Thursdays
(#TBT) that were relevant to past album releases
such as #badromance or #bornthisway to
encourage nostalgia & excitement.
• Earned- monitor Twitter hashtags for terms: perfect
illusion, Joanne, little monsters and hold contests for
a free download of the first single Perfect Illusion.

10. Timing and Key Dates
• Peak Engagement Timing – Music & Video Releases
• Key Dates:
o October 21st Joanne Album release
o December 25th Christmas Day
o February 5th 2017 Super Bowl Performance
o MTV Music Video Awards 2017
o Grammy Awards 2017
Source:
hSp://www.marketingcharts.com/
traditional/lady-­‐‑gaga-­‐‑provokes-­‐‑mixed-­‐‑
brand-­‐‑reaction-­‐‑18330/

11. Social Media Roles and
Responsibilities
• Marketing Director: Karen Marulanda
• Social Media Manager: Michael Ortiz
• Social Media Coordinator: Kristin Suarez
Supporting Social Media Team Members
• Eddie Datz (social media support)
• Cynthia Hilaire (customer support- social media)

12. Social Media Policy
• Be respectful to all social media users along with
fellow musicians (competitors)
• Be kind to all
• Take time to create a post
• Only post positive content
• Spread news about events in a timely manner
• Be sensitive towards others
• Ask for approval if you are unsure if a post abides by
this policy

13. Critical Response Plan
• Inappropriate Tweet sent from @ladygaga
o Action Plan- take a screenshot, delete tweet and alert Michael Ortiz
(Social Media Manager)
o Rob meet with Karen to determine cause and plan of action.
o If media covers the tweet, Karen is to manage all direct contact.
o Karen and Michael determine employee responsibility and decide if
disciplinary action is needed.

14. Measurement and
Reporting Results
o Twitter Daily Average: +30,268 followers
o Instagram Daily Average: +11,352 followers
o Facebook Daily Average: -4,211