This is my project for my Social Media Management course. I chose to create a social media strategy for the year 2016 for Lady Gaga.

2. Table of Contents
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona & Voice
• Strategy & Tools
• Timing & Key Dates
• Social Media Roles & Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement & Reporting Results

3. Executive Summary
• Our main social media goal for 2016 is to increase
and strengthen visibility and followership among
the general public and within the fan base in
preparation of Lady Gaga’s upcoming 5th studio
album due out this year.
• Our strategies to accomplish this are to increase
offline appearances in order to generate online
buzz and followership by discussing them more
online before and after the appearances and
promoting positive messages surrounding them.

4. Social
Media
Platform
URL Follower
Count
Weekly
Activity
Average
Weekly Post
Interaction
Average
Facebook https://www.facebook.c
om/ladygaga
61.5 M 22 62.6 K Interactions
(Likes, Shares, &
Comments)
Twitter https://twitter.com/lady
gaga
56 M 25 29.4 K Interactions
(Likes & RTs)
Instagram https://www.instagram.
com/ladygaga
14.8 M 42 171.75 K Interactions
(Likes & Comments)

5. Competitors Accounts &
Followers
Strengths Weaknesses
Katy Perry FB: 71.8 M
TW: 83.1 M
IG: 41.2
Very personal and
personable on all
accounts with loads
of visuals
Bogged down by
promotions and
political
endorsements
Beyoncé FB: 64.1 M
TW: 14.2 M
IG: 60.7 M
Posts are visual and
personal with higher
averages per
interaction
Has not used Twitter
since 2013
Rihanna FB: 81.4
TW: 56.3 M
IG: 34 M
Lots of visual and
interactive posts
with the largest FB
audience.
Posts don’t appear
to be personal with
references to self in
third person.

6. Social Media Objectives
Specific Objectives:
• Steadily increase presence and follower count across social media
platforms in preparation for single and album releases
• Facebook: increase posts linked from Instagram since gets the most reach,
but reaches more people on Facebook. Reach 65 M followers by album
release.
• Twitter: Increased use of #LG5 hashtag to heighten hype surround
upcoming 5th studio album and following singles. Reach 60 M followers by
album release.
• Instagram: post and outsource more to other accounts, increase follower
count since it has the lowest amount using an Instagram-specific campaign
for singles. Reach 20 M followers by album release.
KPIs:
• Number of followers and interactions
• Translation into single and album sales

9. Timing & Key Dates
Internal Events:
• March 15 – Announce new single title
and release date
• March 23 – Start Instagram single
campaign
• March 25 – enact hashtag single
campaign and release single
• April 8 – release first single music video
• April 19 – announce album title
• May 1 – announce album tracklist
• May 23 – Anniversary of Born This Way
album. Release new album cover and
release date
• June 10 – Release second single and
promote via social media
• June 15 – Release second single’s music
video
• June 24 – Album release date
External Events:
• Jan 10 - Golden Globes (Completed)
• February 7 – Super Bowl Performance
(Completed)
• February 15 – Grammy Awards
Performance (Completed)
• February 28 – Academy Awards
Performance
• April 8 – Good Morning America
Performance of first single and other old
songs, premier of music video as well
Reporting Dates:
• Reports will happen on a quarterly basis
on the first of the month

10. Social Media Roles & Responsibilities
Social Media Team:
• Manager - Oversees content and has direct contact
with Lady Gaga for content approval
• Scheduler – Schedules content and re-posts across
multiple platforms if necessary
• Editors – Edit copy and photos before publishing
• Examiners – Monitor and measure success of posts
using analytics and observation, boosts successful
posts
• Support Team – Receives and addresses technical
concerns on all social media platforms. Looks out for
any situations that would need to be addressed by the
Critical Response Plan

12. Critical Response Plan
*Rule of Thumb: ALWAYS consult with Social Media Manager before posting anything

13. Social
Media
Platform
URL Follower
Count
Weekly
Activity
Average
Weekly Post
Interaction
Average
Facebook https://www.facebook.c
om/ladygaga
64.3 M
4%
Growth
28
5+
Weekly
Posts
69.4 K Interactions
(Likes, Shares, &
Comments)
11% Growth
Twitter https://twitter.com/lady
gaga
59 M
5%
Growth
30
5+
Weekly
Posts
34.6 K Interactions
(Likes & RTs)
17% Growth
Instagram https://www.instagram.
com/ladygaga
18.8 M
2.7%
Growth
51
9+
Weekly
Posts
201.55 K Interactions
(Likes & Comments)
18% Growth