The document outlines Lady Gaga's social media strategy for 2017. The objectives are to promote her new album and grow her online fan base. A social media audit found Instagram generated the most engagement. The strategy involves increasing content across channels, especially live video on Facebook. Key dates and roles are defined. Metrics like follower counts and engagement rates will measure success.

1. LADY GAGASOCIAL MEDIA STRATEGY
NYLDA AMORUSO
OCTOBER 2, 2016

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
A. Social Media Assessment
B. Traffic Sources Assessment
C. Customer Demographics Assessment
D. 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
▸ Our social media strategy for 2017 will focus on growing Lady Gaga’s
online following and fan base.
▸ Our priority will be to promote Lady Gaga’s new album through driving
more traffic to her social media channels by sharing more engaging
content, generating hype for the album’s release.
▸ Two major social strategies will support this objective:
▸ A plan to increase the amount of content we publish on her social
media profiles.
▸ A plan to design content that will foster relationships with her
audience by keeping them updated and entertained.

4. THE FOLLOWING IS AN AUDIT OF LADY GAGA’S SOCIAL MEDIA PRESENCE TO
DATE. IT INCLUDES AN ASSESSMENT OF HER SOCIAL MEDIA, WEB TRAFFIC,
AUDIENCE AND COMPETITION.
SOCIAL MEDIA AUDIT
▸ Social Media Assessment (as of October 2, 2016)
▸ At present time, the highest number of interactions per post occurs on Instagram.
With 18.7 million followers, Gaga’s posts receive an average of 80,000 likes/
comments, giving her about a 40% average engagement rate. We need to
consider improving the content shared on Facebook and Twitter because with such
high reach, these channels fail to foster an engaging relationship with her
audience.
Twitter
Facebook
Instagram
Social Network Avg. Weekly ActivityFollower Count Avg. Engagement Rate
18.7 m
63.4 m
61.3 m 10 posts per week
15 posts per week
15 posts per week 3%
#interactions/reach
2%
40%

5. AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Traffic Sources Assessment (Monthly Avg: May-Sept 2016)
▸ At present time, Facebook has the highest number of unique visitors per
month, which generates the most traffic to our promotional content and
other social channels, increasing our ROI. The conversion rate (conversion
goal=album purchase) is higher than our Twitter at .77% and our
Instagram at 1.08%. Overall, social interaction across these channels is
good, but there is room for improvement, especially on Twitter.
Source Volume % of Overall Traffic Conversion Rate
Twitter
Facebook
Instagram
5 m unique visitors
9 m unique visitors
4 m unique visitors
20%
28%
33%
.77%
1.85%
1.08%

6. AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Customer Demographics Assessment (Data gathered in
July/August via poll on social channels)
Age Distribution Gender Distribution Primary Social Network
Secondary Social Network Primary Need Secondary Need
50% 18-34
30% 35-51
20% 52-68
53% Female
47% Male
20% Twitter
48% Facebook
32% Instagram
25% Twitter
40% Facebook
35% Instagram
Fan of Lady
Gaga, love her
music and style
Looking for new
music to enjoy

7. AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Customer Demographics Assessment (Data gathered in
July/August via poll on social channels)
▸ The vast majority of respondents are in the 18-34 age
group. Facebook and Instagram are their preferred social
networks. They are motivated to visit Lady Gaga’s social
media channels and buy her merchandise primarily because
they love her music and style. Since Facebook is so popular
with them, we should focus on providing relevant, engaging
content to get them excited for Lady Gaga’s album release.

8. AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Twitter: @Beyonce Calls followers
to action,
advocates for
good causes
Few tweets, only
one visual, content
not up-to-date
Facebook: @rihanna
Instagram: @katyperry
Beyonce
Rihanna
Katy Perry
Highly visual,
good promo
content
Few interactions
on posts, content
focuses on herself
instead of on fans
Huge reach,
engaging
relatable content
Political posts
generate hostility,
follower comments,
“I used to love Katy
Perry!”

9. AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Competitor Assessment
▸ The previous analysis focused on three major competitors
with a strong social presence on Twitter, Facebook and
Instagram, respectively. Highly visual content that calls their
followers to action generates a good amount of engagement.
On Facebook, specifically, quality visuals are key to
generating many interactions on posts. Areas where the
competition has room for improvement are in tailoring
content to the interests of their audience, lessening the self-
centered promo and political posts.

10. SOCIAL MEDIA OBJECTIVES
▸ In 2017, the primary focus of our social media strategy will be to
increase sales of Lady Gaga’s new album by driving more traffic to her
social media channels by sharing more engaging content to generate
hype for the album’s release. We need to grow our online following
and develop stronger relationships with Lady Gaga’s fan base.
▸ Some specific objectives include:
▸ Reach 20 million Instagram followers in six months.
▸ Increase interactions per post on Twitter by 30% in six months.
▸ Increase volume of live video content on Facebook by 50% in six
months.

11. OBJECTIVES CONTINUED
SOCIAL MEDIA OBJECTIVES
▸ Key Performance Indicators
(KPI)
▸ Number of Instagram
followers
▸ Number of weekly tweet
interactions (engagement
rate)
▸ Audience reaction to
Facebook Live content

12. ONLINE BRAND PERSONA AND VOICE
▸ Our brand is:
▸ Fun
▸ Creative
▸ Positive
▸ Inspiring
▸ When interacting
with fans we are:
▸ Attentive
▸ Uplifting
▸ Engaging

13. STRATEGIES AND TOOLS
▸ Paid
▸ Every Thursday, boost the live video Facebook content
because toward the end of the week and the weekend is the
best time to generate interactions on posts.
▸ Owned
▸ Promote the hashtag #gagaforgaga on Instagram posts, and
encourage followers to post photos listening to Lady Gaga’s
music with the hashtag. Repost these photos on her account.
▸ Earned
▸ Monitor Twitter to find influential music-related accounts.
Contact the administrators of these accounts to promote
Lady Gaga’s music and the release of her new album. Offer
them in return shout-outs tweeted on her account.

14. TIMING AND KEY DATES
▸ Holidays
▸ New Years’ Day
▸ Valentine’s Day
▸ St. Patrick’s Day
▸ April Fools’ Day
▸ Special Events
▸ February 21 (album
release date)
▸ March 28 (Lady Gaga’s
birthday)

15. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
▸ Social Media Manager
▸ Handles social media presence; implements public
relations, marketing and advertising online
strategies and tactics; develops brand; produces
content; generates traffic; ensures strong, positive
online reputation
▸ Marketing Director
▸ Designs strategies to boost online presence; plans
social media campaigns; conducts demographic
research; develops awareness of Lady Gaga’s
brand; promotes online image
▸ Digital Content Creator
▸ Creates engaging content; tailors content to
audience; incorporates search engine optimization

16. SOCIAL MEDIA POLICY
▸ Social media drives Lady Gaga’s online presence, so it is imperative that as online brand
managers you adhere to the high ethical standards outlined in our social media policy.
▸ Engage with the audience respectfully.
▸ Do not provide answers if you are uncertain.
▸ Be aware of the audience’s sensitivities.
▸ Always represent Lady Gaga’s best interests.
▸ Respond politely to all questions.
▸ Never post controversial messages.
▸ Do not engage in negativity toward other artists.
▸ Publicize content with honesty; do not fool the audience.
THIS SOCIAL MEDIA POLICY IS
STRICTLY ENFORCED. ANYONE
WHO VIOLATES IT WILL FACE THE
CONSEQUENCES, WHICH MAY
INCLUDE TERMINATION. LEGAL
PROSECUTION MAY APPLY, AS
WELL AS ANY OTHER ACTION
THAT MAY BE DEEMED
NECESSARY.

17. CRITICAL RESPONSE PLAN
▸ Scenario 1: Offensive Tweet Sent From Lady Gaga’s Account
▸ Action Plan
▸ Take a screenshot of the tweet. Delete the tweet.
▸ Contact the social media manager or the marketing director. Both will discuss the
potential impact of the tweet and any controversy it may have caused.
▸ Create a well-written tweet, which states that those are not the views of the artist or her
team, apologize, etc.
▸ Find out if the media has published the tweet, and if so, prepare a spokesperson to
make a statement to the press.
▸ Locate the employee responsible for the tweet, and decide the consequences.
▸ No pre-approved messaging will be used because the following tweet depends on the
content of the offensive tweet in question.

18. RESPONSE PLAN CONTINUED
CRITICAL RESPONSE PLAN
▸ Scenario 2: Dishonest Facebook Post Sent from Lady Gaga’s Account
▸ Action Plan
▸ Take a screenshot of the post. Delete the post.
▸ Contact the social media manager and the marketing director. Both will discuss the potential
impact of the post and design a strategy to repair the damage.
▸ Find out exactly what are the implications of the dishonest post and create a new post clearing up
any misunderstandings or confusion caused by the previous post.
▸ Let the audience know that the information in the previous post is false, and offer them new
accurate information so that they do not feel betrayed.
▸ Locate the employee responsible for the post, and decide the consequences.
▸ Once the follow up Facebook post has been published, send out a pre-approved Facebook post:
“It is Lady Gaga’s priority to always update her fans with accurate information. She appreciates
your understanding of this unfortunate situation, and ensures that it is being handled accordingly.”

19. MEASUREMENT AND REPORTING RESULTS
▸ Quantitative KPIs (Reporting Period: 3 months) as of January
2017
▸ Website Traffic Sources Assessment (Monthly Avg: Oct-Dec 2016)
Source
Twitter
Facebook
Instagram
Volume
5.5 m unique visitors
(+10% growth)
9.5 m unique visitors
(+10% growth)
4.5 m unique visitors
(+10% growth)
% of Overall Traffic
26%
35%
40%
Conversion Rate
.77%
1.85%
1.08%

20. RESULTS CONTINUED
MEASUREMENT AND REPORTING RESULTS
▸ Social Network Data as of January 2017
Social Network
Twitter
Facebook
Instagram
Follower Count Avg. Weekly Activity
70.3 m (+11% growth)
69.8 m (+14% growth)
20.1 m (+8% growth)
17 posts per week (+12%)
15 posts per week (+50%)
21 posts per week (+40%)
#interactions/reach
Avg. Engagement Rate
18%
6%
60%

21. RESULTS CONTINUED
MEASURING AND REPORTING RESULTS
▸ Twitter
▸ Our Twitter following has grown 10% to 5.5 million unique visitors in three months. Overall
traffic has increased to 26%, and we reached 70.3 million followers. We increased our average
weekly posts to 17, up 12%, and our interactions went up to 18% from 3%, which should keep
us on track to reach 30% growth within the next three months.
▸ Facebook
▸ We have increased the number of unique visitors to our Facebook page by 10%, and our overall
traffic has reached 35%. We reached 69.8 million followers and grew our average posts per
week by 50%. The live video content worked to improve our engagement rate to 6% from 2%,
and it will continue to improve within the next three months.
▸ Instagram
▸ Our Instagram account now has 4.5 million unique visitors and 40% overall traffic. We exceeded
our goal of 20 million followers even before the six month timeframe and increased our
average weekly activity to 21 posts per week. Our engagement rate went up to 60%.

22. RESULTS CONTINUED
MEASURING AND REPORTING RESULTS
▸ #gagaforgaga Hashtag Performance
▸ Between October to December 2016, the hashtag was mentioned on Instagram 4500 times.
▸ The hashtag was mentioned in an original post listening to Lady Gaga’s music 2800 times, and the other 1700 times
were comments on the photos.
▸ Qualitative KPIs: Sentiment Analysis
▸ An analysis of the interactions on 300 Facebook posts, 300 Instagram posts and 300 Tweets revealed the following:
▸ An enthusiastic fan base that constantly engages with posts by sharing posts, retweeting, tagging friends in
comments, liking photos and posting original content tagging Lady Gaga’s account and using our hashtag
▸ Negativity generated by arguments among followers in comments section of posts
▸ Proposed Action
▸ Continue using #gagaforgaga hashtag on Instagram.
▸ Offer Lady Gaga’s new album as a prize to the top five fans with the most likes/comments on their #gagaforgaga photo.
▸ Begin a Twitter campaign that allows fans to post suggestions of songs that they want Lady Gaga to perform at the
Super Bowl Halftime Show. They would tweet the names of the songs with the hashtag #gagagameday.
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: