Our goal is to grow Lady Gaga's social media following and community in 2016. We will focus on driving traffic through her Facebook and Twitter accounts, encouraging interaction between fans to build loyalty. Our objectives are to increase Twitter content by 30% in 6 months, increase unique visitors to social media by 40% in 6 months, and raise awareness of Gaga through hashtags and mentions. Her brand persona is described as brave, inspiring, unpredictable, creative, loving, honest and strong. Our strategies include paid, owned and earned media using tools like Facebook, Twitter and her website. Key dates for online events are holidays like Valentine's Day. Roles and a social media policy are defined, with a response plan and reporting guidelines.

1. LADY GAGA
Social Media Strategy
By
Michael Cochran

2. TABLE OF CONTENTS
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona & Voice
• Strategies & Tools
• Timing & Key Dates
• Social Media Roles & Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement & Reporting Results

3. EXECUTIVE SUMMARY
Our goal in social media for 2016 will be the growth of our client’s following and community online.
• The primary focus will be driving traffic through Lady Gaga’s social
media page, encouraging retweets of her Twitter posts, and
encouraging interaction between her fans on these sites.
• Encouragement of fan interaction is to build appreciation and loyalty
fans will have towards her, as well as anticipation for her upcoming
projects.

4. SOCIAL MEDIA AUDIT
Social Media Assessment as of February 19th, 2016.
Social Network URL Followers Average Weekly
Activity
Average
Engagement Rate
Facebook Facebook.com/Lady
Gaga
61 Million 19 posts per week 32%
Twitter Twitter.com/Lady
Gaga
55.9 Million 24 posts per week 44%
SMA: At present time, the highest percentage of Gaga’s engagement and interaction with followers occurs on
her Twitter account, with frequent retweetings by her followers of both hers and each other’s posts. Over-
saturation is a possible risk with both accounts, and the consideration of scaling back on the frequency of posts
could be wise in moving forward.

5. SOCIAL MEDIA AUDIT
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Taylor Swift Twitter.com/Taylor Swift Frequent, expertly
worded and framed posts
with inspirational quotes
and encouragement of
one-on-one interaction
with followers. Use of
popular song lyrics in
posts encourages
retweets among fans.
Lesser amount of visuals
in posts when compared
to other artists,
specifically with Gaga.
Rihanna Twitter.com/Rihanna Strong emphasis on visual
posts, with frequent
posting and well-placed
hashtags to guide focus
on key subjects.
Light on text in posts,
with most text focusing
on short hashtags.
CA: High quality visual content serves Rihanna well with her followers, and authentic interaction with fans
gives Taylor Swift a particular advantage. Gaga is quite visual already, but this can be increased, and
interaction with fans should increase.

6. SOCIAL MEDIA AUDIT
Website Assessment from November 2015 to February 2016.
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 15000 unique visits 29% 12.5%
Twitter 10000 unique visits 17% 7.5%
WA: Gaga’s Facebook account has the higher average of visits per user, though her Twitter account is still a strong
source for conversion of her followers into fans.

7. SOCIAL MEDIA AUDIT
Audience Demographics Assessment via direct email in Nov/Dec. Total responses: 11000
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
need.
65% 18 - 30 67% female 67% female 49% Twitter The enjoyment
of her music, as
well as her
artistic voice.
Admiration for
her social
presence.
22% 31 - 40 33% male 33% male
13% 41 – 55 51% Facebook
13% 56 - 80
ADA: A majority of respondents are in the 18 – 30 age group, with females being the higher percentage.
Facebook is the primary network. Gaga’s music is the primary motivator. Energies should be devoted to further
development of engagement on Facebook and Twitter.

8. SOCIAL MEDIA OBJECTIVES
Our social media strategy’s primary focus for 2016 will be to expand Gaga’s fan base by driving traffic through her social media
websites, particularly Facebook and Twitter. Our efforts will be to create more engaging content to share with her fans and
increase her online presence.
• Specific Objectives:
• To increase volume of content on Twitter by 30% in 6 months.
• To increase unique visitors to social media platforms by 40% in 6 months.
• Increase awareness about Gaga through hashtags and mentions across
Twitter and Facebook.
0
2
4
6
Facebook Twitter
2016 Strategy
Content Volume Unique Visits Awareness

9. ONLINE BRAND PERSONA & VOICE
• Adjectives describing Gaga’s image:
• Brave
• Inspiring
• Unpredictable
• Creative
• Loving
• Honest
• Strong

10. STRATEGIES & TOOLS
• Paid: Every Saturday, organic posts to Facebook and Twitter must
reach minimum of 12 likes.
• Owned: Encourage #Bravethisway posts in which followers reveal
their brave moments or moments when Gaga reminded them they
are brave.
• Earned: Monitor social media for keywords like Gaga or her project
titles and offer Gaga merchandise rewards.
• Tools: Facebook, Twitter, Haus of Gaga
• Existing Liscenses: Google, Versace, FX.

11. TIMING & KEY DATES
• Holidays for special online fan events, such as live Q&A:
• Valentine’s Day
• Victoria Day
• Canada Day
• Labor Day

12. SOCIAL MEDIA ROLES & RESPONSIBILITIES
• Marketing Director – Jacob Goodall
• Social Media Manager – Michael Cochran
• Social Media Coordinator – Alison Ridall
• Supporting Social Media Team Members
• Thad Roleman
• Elisha Saunters

13. SOCIAL MEDIA POLICY
• Have common sense
• Be courteous
• Have respect toward customers and coworkers alike

14. CRITICAL RESPONSE PLAN
• Handle angry/upset customer with care and helpfulness, refer to
superior in event of crisis.
• Private company lawyer on standby for company in a crisis.

15. MEASUREMENT AND REPORTING RESULTS
• Results from Twitter and Facebook measured according to proper
company guidelines, submitted directly to superior.