This post is part of the Twitter for Brands Series, which features winning strategies from the top brand pages on Twitter and provides tips on how to emulate their successes.
Lady Gaga has surpassed 23 million Twitter followers, establishing herself as the most followed person on the website.
By following similar methods, brands can learn from and replicate Lady Gaga’s Twitter success.
Appreciate Your Fan Base
Lady Gaga makes her fans feel special. She constantly retweets and replies to them, calling them her “little monsters.” Blogger Ryan Rancatore said that just like the singer, people and brands should “appreciate the importance of your current network. Finding new connections should be secondary to maintaining existing relationships.”
Although it’s tempting to choose quantity over quality, the number of fans or followers should not matter as much as the content, Rancatore said. Also, it’s important to stick with current fans—they are the ones who matter the most.
This is how Gaga succeeds in the world of social media: She cultivates and strengthens relationships with her fans either by talking to them or offering them exclusive content. Rancatore tells a story about attending a Gaga concert where she mentioned criticism of her new album, then told fans, “Who cares? Nothing matters more to me than my current fans.”
Brands and companies should not simply look to increase numbers. They should trust in their current followers and seek out ways to make them into superfans and brand advocates, just as Lady Gaga does.
Forget Censorship and Be Real
On social media websites, followers and fans are looking for some personality from the brands and celebrities they keep up with. The employees posting on the McDonalds Twitter feed frequently update about how their day is going and what they ordered at the drive-thru. Brad Nelson, who runs the Starbucks Twitter site, posts pictures of himself and friends enjoying the coffee. A publicist doesn’t filter these companies’ tweets, nor does anyone censor Lady Gaga. She says what’s on her mind. Her tweets never come off as phony or calculated.
Whether she updates about using a teapot to steam an outfit or posting a status like “Really wanna get a new tattoo. Can’t decide where. Was thinking on inside of my forearm under the peace sign. Whatcha think,” she comes off as candid, and not like an unreachable celebrity. She uses Twitter like anyone else might—to update friends on her life and share her thoughts. People can relate to her because she doesn’t use Twitter to promote products or brag about her celebrity lifestyle.
Endorse Good and Charitable Causes
Fans respond to people and brands who seem to care about something bigger than themselves or the company.
Lady Gaga pledged to stop updating her Twitter and Facebook in 2010 until $1 million was raised for Alicia Key’s Keep a Child Alive charity. After one of her fans committed suicide because he was bullied, she tweeted about how angry she was, pledging to meet with Barack Obama and work to make bullying a hate crime. Her latest effort, which she has been pushing heavily on Twitter, is her Born This Way Foundation, seeking to promote tolerance.
Lady Gaga has been called the Queen of Twitter, and rightfully so. She has pinpointed exactly what her followers crave: attention, realness, and thoughtfulness. She shows that she cares about them and the world around her and pays attention to what people have to say.
Every brand and company can learn from her example to build and retain a significant Twitter following.
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