Being born in 1989 I have grown up with celebrities. I can only remember the world as been obsessed with them, think you're not? Remember Spice Girls in the 90's? How about J-Lo in the noughties? Ask your friends about Britney in 2007. 

We're so obsessed.  

Since 2007, when social media exploded, celebrities have taken on more power. 

As big power players who influence things such as what we wear, where we shop, which charity we donate to, and how we should behave, I'm curious to uncover how they're using their social media channels, and in particular, Facebook. 

For this post, I'm going to look at Lady Gaga - a global icon. I want to see what she and her team are posting to her 60 million fans and how she's using the platform to enhance her brand and drive sales. 

I will look at posts she has made between 28th October and 3rd November 2013 

Quick stats  

Her page has 60 million fans
Post with link to YouTube - 15, 717 likes 
Text posts
- two had 40k likes
- one had over 60, 000 likes  
2 Photo uploads
- 1st, announcement of her latest song (Dope) 111,205 likes  
- 2nd announcement of finalists for the Art Pop HMV posts (with link) 1, 500 likes 

Now, let us look at a few posts in more detail...
In the first post we see her making a direct plea to her fans – her “monsters.” It seems this is amid her taking off her clothes whilst performing in a nightclub which received a lot of negative press. 

This post is very different from the ones we see in the rest of the week; I’m guessing this is from Gaga herself. She is known for her stance on anti-bullying and she is using the leverage of her Facebook page to act on this. It shows her using her power to try and do some social good. 

And next..
With the approach of her album release date the team is trying to get fans excited. They provide an external link to Spotify, a huge platform for artists.  They clearly state the benefit of following Gaga on Spotify: you get notications as soon as new music is released. 

Getting users to follow Gaga on Spoitify is the same as an e-commerce websites attempting to get fans on their mailing list. I think this is a good approach by the team, they give you a good reason why you should click on the link. With almost 30, 000 likes, it seems it worked. 

This is clearly a celebratory post and affirms Gaga's popularity and status. Big power players like Beyonce, Justin Timberlake and Kerry Washington have appeared on SNL. 

She includes a clear instruction and it's something that resonates with her fans, she receives over 60, 000 likes for this post and almost 1,800 shares. What do we take from this? Fans love when their icons are doing well, share your success with them.  

We know Gaga as a provocative pop-star and this image fits that description of her perfectly. Her bruised thighs, high-end (not so wearable) clothes, in your face look can't help but be noticed. 

The post is a clear statement, there's no call to action, she just wants to announce something. It's the most engaged post of the week with 111, 205 likes. We see that, provocative image + announcement results in a high engagement rate amongst her fans.  


Her community management team are mixing things up very well; we see posts driving sales, posts that appear to be from GaGa her self, and posts celebrating her career. 

I've listened to several podcasts from Amy Porterfield, a leading Facebook expert and she constantly pointed out the value of using pictures on brand pages. Particularly pictures used in the right context. Gaga's team truly understand this. 

On a personal note, thanks Gaga, "Poker Face" was on constant repeat during second finals.  

Lady Gaga

Posted on

Monday, 11 November 2013


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