Playboy, Lady Gaga and Effective Social Media

I recently answered questions for a job regarding social media. I looked into Playboy and Lady Gaga's social media tactics and why they worked. The last question involves tracking the results of your social media campaign.

1. What brand do you think does the best job of leveraging social media? Tell us why.

Social Media Campaigns still possess room for development in the growing digital media world. Playboy Enterprises reigns among the best in leveraging social media. Playboy spans over the Internet, with multiple social media outlets through Facebook, Twitter, and niche websites.

The Playboy Facebook page leverages social media well because it is frequently updated with new material. Users can interact with the content by ‘liking’ or commenting on the material. Each wall post contains thousands of ‘likes’ and hundreds of comments, while the entire page boasts over 3.7 million fans.

Giving viewers the opportunity to interact with the content brings them closer to the brand. They feel a personal connection to the brands they comment on and interact with. This builds brand loyalty and keeps the brand name at consumers’ top-of-mind. Therefore, Playboy utilizes social media by communicating with their viewers and by updating interactive content on their multiple social media platforms.

Creating interactive online advertising allows brands to tap into the 500 million active Facebook users to create new ‘fans’ and consumers. Playboy’s Miss Social represents an interactive promotions campaign. Users will join Miss Social and spread the word to others about the Playboy contest, thus spreading the word about the Playboy brand name. Tapping consumers to aid in word-of-mouth and viral marketing helps Playboy build relationships with more viewers. People respond to brand referrals from friends and acquaintances because they are introduced to the brand on a personal level.

The Smoking Jacket posts new information frequently so that viewers continually check back to the website to view new content. The top of the website facilitates user sharing by placing an RSS feed, Facebook, and Twitter button at the top of the page; in addition to the Digg, Stumble Upon, and other share features at the bottom of the page. Creating a viral, work safe Playboy website generates brand disciples. Loyal viewers will share TSJ content and create new viewers resulting in a more profitable site.

Playboy leverages social media by creating interactive media, constantly stimulating viewers and by creating viral content. Continually developing ways to engage users will keep consumers loyal and interested. While increasing sharable content, such as contests and interesting articles, will generate new viewers through viral marketing.

2. What person do you think does the best job of leveraging social media? Tell us why.

Lady Gaga. With more than 7.2 million Twitter followers, 24 million Facebook fans, and over one billion views on Youtube; Lady Gaga transformed herself into a brand by utilizing strategic, social media programs.

She is so confident in her social media status she joined a charity effort to raise money by quitting social media. The campaign benefits Alicia Keys' AIDS charity, Keep a Child Alive. The “Digital Life Sacrifice” involves multiple stars giving up their social media lives until the charity raises $1 million dollars in charity.

Lady Gaga offers her fans constant updates of her life and interactive web content. Fans can connect with her through Facebook and Twitter and she links her social media to her products - music downloads and music videos.

Lady Gaga Google Search Results
The numbers on the graph reflect the number of searches that have been done for a particular term, relative to the total number of searches done on Google over time.



Charity Article
Statistics on Lady Gaga


3. Name one Must-Have tool or app for being active in social media.

Tracking the effects of the social media is equally as important as being active in social media. Google Alerts and Social Media Mention offer services to find when your business is mentioned online. It is important to know who says what about your brand.

While Public Relations maintains a brand’s public image, businesses must be concerned with their online image as well. A poorly sustained social media site reflects negatively on the brand. Social Media is an all-encompassing facet of a business’ media campaign. The social media pages and outlets should reflect the business’ brand image of the business.

Good Article About Tools and Apps:
http://mashable.com/2008/12/24/free-brand-monitoring-tools/