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Create your own ‘Lady Gaga Effect’

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in Workplace Communication

Pop diva Lady Gaga has begun taking orders for her new album and phone app, “Artpop,” due out in November. On the day she announced their re­­lease dates, Gaga began remodeling her Web page and Twitter feed.

Gaga built her entertainment empire through social media, or more specifically, @ladygaga, which at latest count has nearly 40 million followers. Although she claims her new project will be “altering the human experience through social media,” Gaga amassed her devotees through existing channels—the same ones you can use to build your brand or cause.

Follow these strategies:

Dish it yourself. Gaga has all those followers on Twitter because fans want to see the person behind her elaborate costumes. She tweets about everything from cooking to politics. And while she employs a highly adept social media team, Gaga tweets for herself. By letting somebody else tweet for you or update your Facebook page, you abdicate your chance to say it your way.

Engage. If you commit to tweet or post, you should respond to those who want to engage with you. Done wisely and genuinely, your presence on social media can help you lead a larger following.

Expand. Gaga partnered with Zynga, creators of FarmVille, to create Gaga­­Ville, where fans played games and gained access to unreleased tracks from her album “Born This Way.” The strategy, retweeted and tagged to infinity, grew into massive preorders by the time the album was released. And since Gaga’s appeal is as much visual as auditory, she uses photos and videos to mesmerize her audience and extend her reach.

Source: “The Lady Gaga Effect,” Motivated ­magazine.

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