apr 271 group project

Taylor Swift Social Media Audit

Taylor Swift

Justin Bieber

Taylor Swift was born in Reading, Pennsylvania, December 13th, 1989. Swift performed the “Star Spangled Banner” at only 11 during the Philadelphia 76ers half-time. At age 12, she learned to play guitar and began writing her own songs. Her family noted her dedication to a career in the music industry and relocated their family to Hendersonville, Tennessee to help Taylor land a recording contract. At Nashville’s famous Bluebird Café, Swift was finally recognized by Scott Brochetta of Big Machine Records and signed a contract. Swift released her first single, “Tim McGraw,” in 2006, which became a Top 10 hit shortly after. Her debut album, Taylor Swift, sold more than 2.5 million copies, and included other popular songs such as “Our Song,” “Picture to Burn,” and “Teardrops On My Guitar.” She has won countless awards such as the Acad-emy of Country Music’s “Female Vocalist of the Year” and American Music Awards “Favorite Female Country Artist,” in 2008. Her second album, Fearless, was also re-leased that year, which topped the charts and gave her the status of the highest selling country artist of 2008. By 2010, Speak Now was released and debuted at Number 1 on Billboard’s top 200. 2012, Swift released Red, with the hit single “We Are Never Getting Back Together,” which transformed her from a country artist to a pop artist. Her fifth album, 1989, made her the first female artist to release three albums that sold more than a million copies in a week. In 2012, she was ranked as Forbes “Highest Paid Ce-lebrity under 30.” Taylor Swift’s overall net worth is around 280 million, with an annual average salary of 80 million a year.

Pop-sensation, Justin Bieber, was first discovered on YouTube by current manager, Scooter Braun. His entertainment career began in a singing competition in his hometown, Statford, Canada, where he put videos on YouTube to show his distant relatives his talent. Shortly after, Bieber’s videos were being watched by thousands of adoring fans across the world. Bieber flew to Atlanta to meet with Scooter Braun, and introduced himself to Usher, who eventually signed Bieber, at the age of 12. Bieber’s first single, One Time, was released in May of 2009, and reached platinum quickly after the release. His first album, My World, was just as successful and sold about 137,000 copies in a week. Bieber released his next single “Baby” which found its way into the Billboard Top 10 by 2010. In 2011, Bieber’s documentary Never Say Never came out in theaters, which allowed fans, also known as “Beliebers” to peak into the superstar’s life behind the scenes. The film grossed 73 million in the box office. In the same year, Justin Bieber released his holiday album featuring a duet in Mariah Carey’s classic hit, “All I Want For Christmas is You” and original song, “Misletoe.” In April 2012, Bieber released single “Boyfriend” which was followed by the album, Believe. Recently, Justin Bieber has been making headlines for his numerous scandals, his biggest being his DUI arrest in Miami in 2014. His bad-boy attitude altered his squeaky-clean reputation to one of a troubled teen, which shifted his fan base from 6-18 to 13-27. To promote his newest single, “What Do You Mean?” he started July 28th, 2015, a month prior to the

Carrie Underwood Carrie Underwood was born on March 10, 1983 in Muskogee, Oklahoma and grew up in Checotah, Oklahoma. Her career in music began when she won American Idol: Season 4 in 2005. Her debut album Some Hearts was later released in 2005 and reached commercial success receiving many first time awards for Country music. She released her fifth and latest album, Storyteller, on October 23, 2015. The goal Carrie Underwood is trying to reach through social media and other online resources is to generate awareness of herself and her music. She cur-rently has two websites. One website is dedicated to the release of her new album, Storyteller, and the music she has with links available to purchase her album and songs on the website. Her other website is her official page that is focused on herself as an artist which includes a bio and upcoming tour dates and locations. Tabs that connect to her social media profiles are also included on her official website page. On her website, it shows that she uses Twitter, Instagram, Facebook, YouTube, and Pinterest. Carrie Underwood’s specific goals are to generate awareness to generate awareness to her music and herself as an artist. Her social media and online pres-ence is currently focused on promoting her new album and any appearances she has made on television. Another goal is to build relationships with her fans and potential consumers of her music. On her official website, she has specific tabs for her fan club and also her store, helping to try and reach the goal of reaching out to fans. Her key publics are pretty generalized. She focuses more on people that range in age from 15-mid 30’s. However, her music can be relatable for many other generations. Her consumers are typically females in their late teens and early to mid 20’s.Her current net worth is about $55 million. Her ticket prices for her Storyteller tour can vary depending on date and location of the concert, but most of her tickets range in price from $78 up to $127 per ticket.Carrie Underwood is a competitor of Taylor Swift, because both are female artists in the music business. Both are competing for the same audience group and looking to generate more listeners to their music. Both singers are in two different genres of music, but many times their songs and albums have crossed over into other genres.

release of his newest single and with the help of artists from Big Sean to model, Gigi Hadid. Each day he would feature a new celebrity holding up a sign on social me-dia to promote the artist. Justin uses social media primarily for promoting music, apps he is sponsored to promote, and personal pictures he choses. Justin Bieber’s net worth is about 200 million, with an annual average of 60 to 80 million a year.

(Internal)

(External)

(Positive) (Negative)

• Taylor Swift has strong following.• She is very consistent in the

look and feel of her posts. For example: every picture on Instagram is high quality, and even though they’re of different things, it looks like they belong together.

• She includes other celebrities in her posts which may gain attention from people who don’t normally pay attention to her posts posts.

• A lot of her pictures look the same. Pictures of her during her concerts are really similar.

• Being too personal in what she posts could become an issue. That may lead to a stronger focus on her personal life rather than her music.

• Her fans have less access to her music after she took it off of Spotify.

• Continued use of hashtags or participating in things that go viral can help her continue to gain popularity and reach a wider audience.

• Building a broader fan base by continuing to do collaborations with artists from other genres of music.

• Strong competition: Justin Bieber is very successful in his use of social media.

• Pirating music is becoming easier.

• Streaming music is on its way to being the prominent way of listening to music.

Taylor Swift is an artist who not only has worked to create a specific brand, but also to fiercely protect it. This specific type of branding has consistently translated over all three of her major social media outlets – Twitter, Facebook, and Instagram.

During the time period we used to analyze Tay-lor’s social media channel (October 21st to November 4th) she was in the middle of her 1989 tour. The tours notoriety has been not only due to Taylor’s ability to draw a crowd herself, but also due to the A-List names of sur-prise acts who have appeared at each of her venues.

Taylor is much more active on Twitter and Insta-gram than she is on Facebook. With 66.4 million follow-ers on Twitter she consistently receives tens of thousands of retweets and sometimes even more favorites. During the time period that we were analyzing her twitter her main focus was obviously on promoting her tour, but also promoting the artist who appeared at each stop along the way. Occasionally Taylor will tweet more personable things, and it is during these times that we are reminded she is actually part of our generations. Such times as when she participates in #tbt (“Throw back Thursday”) or when she tweets a picture of her cat, Olivia Benson, simply looking adorable. The highest number of retweets she received received over the time period we were ana-

lyzing her Twitter was 44,340, and it was in fact a picture of Olivia. The highest number of favorites of one of her tweets was 244,750, and it was a promotion of a Youtube artist who had done a cover of one of her songs.

Taylor’s Instagram is pretty consistently linked with her Twitter as far as content. Her Instagram boasts about 56.6 million followers, which is about ten million less than her Twitter, but her average number of likes is significantly higher. On Instagram, Taylor averages about 1,302,159 million double taps, and she averages about 13,649 comments on a post.

Facebook seems to be the main social media outlet that Taylor is lacking in. The irony in this is of all her social media outlets this is the one she has the largest following. Her Facebook page has 73,349,848 “LIKES”, but she only posts on occasion. When she does post, however, her posts average about 14,000 likes and close to 4,500 shares.

Taylor Swift has used social media to promote several artists who have made guest appearances at her shows along her tour including country music star Miranda Lambert.

One thing Taylor has always been able to do is laugh at herself, and that tran-scends to her social media. She is a great example of how to effectively incorpo-rate humor into social media.

Oh Olivia Benson. Taylor’s cat is definitely the real star of her social media.

Carrie Underwood, recipient of seven Grammy Awards, eleven Academy of Country Music Awards and numerous other honors may have a strong presence in the world of music, but her social media presence is underwhelm-ing compared to her competitors. We specifically focused on analyzing Underwood’s posts from October 21st to November 4th. During this time she released her new album Storyteller and has also hosted the Country Music Awards (CMAs) with co-host Brad Paisley. Due to this, there was a high volume of promotional material for the two events on all of her social media channels.

Analyzing her Twitter, Instagram and Facebook we can see overarching trends over the channels-- she has a low percentage of followers that are actively interacting with her posts. Underwood has 4.81 million followers on Twitter, but only averages around 500 retweets and 2,130 likes per post. Most of the content that she is posting was promotional material that heavily lacked a sense of her personality. Compared to her competition, such as Swift and Bieber, she focuses less on herself and more on her music business on her social media channels. For example, 52% of the tweets posted during the time period analyzed were promoting her new album, tour dates, or shows she was attending. “Team CU” is a group that posted 14% of the promotional ads. These had the lowest rates of retweets or likes averaging at around 270 retweets and 1,100 likes. Both of those are almost half of her normal average. From this data we can assume that her followers don’t respond well

to what feels like advertisements. Her posts with the highest numbers are always posts coming directly from her that poss a lighthearted and silly tone, and are focused on her and not necessarily her career. Similar data can be found in both her Instagram and Facebook Channels.

Of Underwood’s 2.7 million followers on Instagram, she is only averaging 61,000 likes per post which means only 22% of her followers are interacting with her posts. Judging by the content of the posts in the range of dates analyzed, she doesn’t provide much insight into her daily life. Again, much like twitter, most of the posts are promotional and stale. Sitting at just above 11 million, Facebook is the channel that Underwood has the highest number of followers. Even though she has the largest audience here compared to her other social media channels, she uses Facebook the most inconsistently and the least. More than half of the days we focused on, she did not post any content. She averaged 14,000 likes per post, which is only .13% of her total followers. This is a seriously underused and underdeveloped medium. Overall Carrie Underwood has

a very successful career, but that doesn’t seem to translate to her social media channels.

Above is a screenshot of one of the promotional posts that is common for all of her social media channels.

Justin Bieber posted photos of different graffiti around the world, each one announcing his upcoming album. He then encouraged fans to find the graffiti in order to win a free copy of his album.

In 2013, Justin Bieber topped Lady Gaga as Twitter’s most popular person. Since then, he has been demoted to the second most popular, but almost 45 million followers is nothing to scoff at. Justin Bieber’s social media presence is just about as strong as it gets. We analyzed Justin Bieber’s social media posts from October 21st to November 4th. Over this period of time, Justin released two new singles from his upcoming album, ran a special release on the tracklist of his upcoming album, and attended a few red carpet events as well. Despite the constant opportunity for promotional material, Justin Bieber managed to keep a balance on promotional material and personal material in order to keep his fans engaged. By analyzing Justin Bieber’s Twitter, Instagram, and Facebook usage we are able to determine what content most fans would like to see and how a typical fan-base interacts with a celebrity’s social media. Bieber’s most popular content varied from each social network. For example, his most popular tweet was a shout-out to his fans for his People’s Choice nomination yet his most popular Instagram post was a selfie and Facebook post was a parody of Drake’s Hotline Bling video. However, Bieber does maintain consistency between each of the channels by posting overlapping

content on each of the sites. Justin is the most active of the three celebrities, he averages six tweets and Instagram posts a day and posts almost daily on Facebook. Bieber conveys a limited sense of personality in his social media. Some of his posts seem forcibly personal instead of natural. Each of the channels feature some personal messages but his constant bombardment of promotional material, though necessary and justified, can easily feel detached. Although Bieber posts the most, Taylor Swift still maintains a stronger sense of personality on her posts than Justin Bieber does. Perhaps a strong sense of personality is what Bieber needs in order to encourage a stronger percentage of his fans to interact with his posts. Only an average of 1% of his Twitter followers, 1.9% of his Instagram followers, and 1.7% of his Facebook followers interact with his posts on average. However, the interactions that do occur are fairly consistent and are impressive numbers overall. Bieber could also attempt to interact with his followers more. Although he concisely follows his fans on Twitter, other interactions are limited. However, Bieber did engage followers on Twitter and Instagram by encouraging them to locate graffiti around the world for a chance to receive a free album.

Justin Bieber tends to tweet out a large amount of promotional tweets but makes each of them different by adding a personal touch such as saying “Thank you” or “It’s all about the music,” in each tweet. He also randomly tweets out funny quips and gives shout-outs to his fans or fellow celebrities. Justin gets more interaction on Instagram than he does on either Twitter or Facebook. The posts that get the most likes are his “selfies” but Bieber also posts a lot of memes and other pictures or videos that are currently trendy, which adds a personality to his posts that isn’t as present in his other forms of social media. On Facebook, Justin’s posts primary videos and he frequently releases “sneak-peeks” and personal video announcements to his followers on this channel. Overall, musical releases, special content, and “selfies” are the most popular content posted. Promotional tweets, especially if they’ve already been shared multiple times throughout the day are the least popular. His fan also seem to be uninterested in posts announcing content unless it includes sneak peek or some sort of original content with it. Fans also seem to appreciate the more personal posts that show personality or lifestyle rather than just stock photos from albums.

Justin Bieber strived to add personal touches to his promotional material by writing in messages to his fans in each post.

Justin Bieber’s fans loved when he gave shoutouts and support to his fellow artists, like this photo of him and Ed Sheeran at an awards show.

Consistency Taylor Swift is extremely successful in creating a consistent look throughout all of her social media channels. Averaging around 65 million followers across her social media outlets, she has an ex-tremely high volume of people around the world watching her. Taylor Swift’s holds strong similarities across all of her social media channels. The images used are all high quality, and on every channel she tries to exemplify her personality to her followers. There is a strong consistency between Instagram and Twitter, but Facebook has a slightly different tone. Many of the posts on Facebook have an underlying business-like message. There are lots of advertisements, and like her competitor Carrie Underwood, these post are getting significantly lower amounts of interactions.

Social Media Updates

Taylor Swift and her competitors, Justin Bieber and Carrie Underwood, all regularly update their social media. Facebook, however, always has the highest number of followers and the least number of posts over the time period we are studying. This is a channel that holds a lot of untapped opportunities for each of the celebrities. Swift’s strongest channels are her Twitter and Instagram channels. On Instagram she consistently has over 1 million likes. Carrie Underwood did not reach 1 million at all during the time period we studied, and Justin Bieber only hit 1 million 29% of the time.

Personality

Taylor Swift’s personality radiates through all of her social media channels. Whether we look at picture of her cats, videos of her dancing with her fans, or just reading a funny tweet-- she has a way of making her followers feel like they’re getting a glimpse into her life. Justin Bieber’s posts, like discussed earlier, tend to come off as forced or detached. Carrie Underwood also has a similar problem.

Underwood’s posts seem forced and don’t give much insight onto what she’s like on a day-to-day basis.

Interactions

Taylor Swift and Carrie Underwood both engage with their followers consistently. Carrie posted a collage of pictures showing her fans in stores purchasing her album, and thanking them for their support. Taylor Swift likes a large percentage of pictures that her fans post while they’re at her concerts. This seems to be a successful way of showing her fans that she appreciates them coming to see her concerts. Across all the social media channels of all the celebrities, it’s the posts that make them look silly, goofy, or normal that everyone responds too the most. Videos of Taylor Swift dancing backstage, pictures of Carrie Underwood with a fake mustache on making a cheesy joke, and selfies of Justin Bieber all make their followers feel like they can relate to the celebrities they look up to. Social media is an amazing way to humanize those in the spotlight. It’s a way for followers and celebrities to feel closer.

The picture above is a Facebook advertisement that received only 2,449 likes, when her more personal pictures, like those of her at her concerts, get around 300,000 likes.

Above is a picture of Taylors Halloween costume. She dressed up as Olaf from Frozen at her concert.

Above is an example of Taylor Swift opening up, and being goofy with her followers.

Taylor Swift knows exactly how to be personable and funny on Instagram. It’s not all about her music business, like her competitor Carrie Underwood, but instead she’s super funny and relatable. One of the trends noticed in her social media channel was the goofiness of her posts, and how much her followers related to that. The number of comments on pictures like this is significantly higher than that of her more “professional” pictures. From this we can assume that her followers, or fans, respond more when they feel like they’re getting an inside look into her life.

Keeping in mind that she is currently on tour, there is also a trend of the type of pictures she is posting. Pictures of her on her 1989 World Tour dominate her Instagram and Facebook, but create a consis-tency of look.

The main area I could see Taylor Swift improving in is utilizing her Facebook more. She has such a large following on that particular outlet, but she rarely posts on it. This could of course be that the majority of her fanbase is more interactive on Twitter and Instagram, but the numbers don’t lie and a lot of people “LIKE” Taylor Swift. Another area Taylor could afford to improve on is not posting pictures that are so similar in such a short amount of time. Literally all of her concert pictures look very similar and posting what is essen-tially the same picture over and over again could seem redundant and quite frankly annoying. I would also reconsider her decision to remove her music off of Spotify. Obviously she has a huge fanbase, and they are going to buy her music regardless. However, not allowing people to stream her music could have a potentially neg-ative impact on her social media especially if #TaylorSwift sucks starts trending.

Taylor’s definitely doing more right than she is wrong. Her tweets also receive tons of interaction. She also does a great job of bridging the gap between fans of different genres of music. Fans of others who perform at her shows might not have been Taylor Swift fans prior, but by her social media featuring clips of other types of artists performing alongside her people are more likely to check out her music.

I think her overall weak-ness is redundancy. As previously mentioned a lot of her pictures and video clips are of the same show with the same people singing the same song. It can definitely be a little bit of overkill.

When Taylor Swift’s mother was diagnosed with cancer, she shared that personal information openly with the general public.This action led to fans feeling more connected to Swift. It is one of our goals to continue this open dialogue in a more consistent manner.

Humor was successful for all of the celebrities that we audited because it is both entertaining content for followers to consume and provides insight to what their true personality and sense of humor is.

What connects celebrities as famous as Taylor Swift to her fans is the fact that her fans all want to be her best friend. Social media provides a perfect platform through humanizing the celebrity, and allows the celebrity to engage on a more personal level.

Personable

Humor

Transparency

Core Concepts

Introduction

The interesting thing about Taylor is that she was able to do what a lot of artists aren’t successful at-- cross genres of music with ease. A lot of her social media strategy is about bringing together people who enjoy several different types of music under one big umbrella - hers. It is essential to keep in mind that during the time that we audited Taylor Swift’s social media, she was on her 1989 World Tour. This led to a really high volume of pictures of her on stage, typically posted back to back. This spamming of her social media accounts seems redundant, especially to her fans who aren’t in attendance of the concert. However, posts announcing celebrities that she’s sharing the stage with create more variety in her content and also engage all of her followers by relating herself to people outside of her personal brand. Something that she did in the past that was very successful that mirrors this variety was her social media campaign leading up to her Bad Blood music video. Swift expanded her personal brand by including famous and powerful women throughout the entire entertainment industry. Through analyzing her past successful campaigns, we hope to expand upon her previous successes and highlighting her genuine personality through a larger array of content.

Summary Taylor Swift’s social media is already extremely successful, especially in comparison to the other celebrities that we audited. Overall, she has provided an excellent starting point to improve upon. This is exemplified when comparing the number of likes received across all of the platforms that we audited for Swift, Underwood and Bieber. Taylor Swift consistently reached a higher number of likes than the competitors that we chose. This is why our main goal is to emphasize the content that receives the most interaction from her followers.

Resolution to Sing

Considering that the main issue we found with Taylor Swift was the lack of variety in her content, we can look to her competitors to get ideas on how to expand on what is already present on her social media channels. Justin Bieber was successful when providing his fans with a deeper experience of their favorite songs by stripping it down and posting acoustic versions. In the messages made for Taylor Swift we would incorporate videos similar to that of her competitors. She already highlights artists who cover her music, but it would be exciting if she got more involved by doing duets with both upcoming and well-established artists.

Posting videos like that to her Facebook would not only increase traffic to her most followed social media platform, but it would also incorporate the fans of the artists that are covering her music. This would help there be consistency throughout her content, but we can improve upon what she already has by making it more interactive.

Plan for Instragram

Focusing on her Instagram, like previously mentioned, most of the pictures she has posted were of her on stage during her world tour. The pictures she has been posting on stage is creating a disconnect because it’s not an experience that’s relatable to her fans.

Fans can experience her world tour off of the stage, by traveling with her through her pictures. This is how we came up with our plan for Instagram. We will produce content that is based on where she is in the world during her tour. Each post would demonstrate all of the core concepts by showing her fans what she enjoys about the different parts of the world she is in at the time.

Task Start Date End Date Duration Week of Dec. 6 Week of Dec. 13 Week of Dec. 20 Week of Dec. 27 Week of Jan. 3 Week of Jan. 10 Week of Jan. 17 Week of Jan. 24

Announce Special Concert Guest 12/5/2015 12/5/2015 0






Film Backstage Moments 12/10/2015 12/10/2015 0

Document Exploring Adelaide, AUS 12/10/2015 12/12/2015 2

Document Exploring Melbourne, AUS 12/11/2015 12/11/2015 0

Photo of T-Party 12/12/2015 12/12/2015 0

Film After Momements 12/12/2015 12/12/2015 0

Production of post tour media clips 12/13/2015 12/20/2015 7

Share 3 Post Tour Media Clips 12/13/2015 12/14/2015 1

Exploration/Australia Appreciation/Goodbye Tour 12/13/2015 12/13/2015 0

Taylor's Squad Sleepover - Baking Cookies Post 12/13/2015 12/31/2015 18

Birthday Post 12/20/2015 12/25/2015 5

Film and Edit Acoustic Christmas Carol 12/20/2015 12/24/2015 4

Share Acoustic Christmas Carold 12/24/2015 12/24/2015 0

Prepare for Resolution to Sing 12/25/2015 1/31/2016 37

Announce and Promote Resolution to Sing 1/1/2016 1/3/2016 2

Record/Edit Week 1 Resolution to Sing 1/4/2016 1/7/2016 3

Promote Week 1 Resolution to Sing 12/27/2016 1/8/2016 12

Post Resolution to Sing 1 1/8/2016 1/8/2016 0










Social Media Spreadsheet - Sheet1

1989 World Tour These posts will focus on

Taylor’s life off-stage.

Posts Focused on Taylor’s Birthday

Posts Focused on the Holiday Season

Resolution to SingThis demostrates the plan

to execute the Resolution to Sing campaign.

Task Start Date End Date Duration Week of Dec. 6 Week of Dec. 13 Week of Dec. 20 Week of Dec. 27 Week of Jan. 3 Week of Jan. 10 Week of Jan. 17 Week of Jan. 24







Film Backstage Moments 12/10/2015 12/10/2015 0

Document Exploring Adelaide, AUS 12/10/2015 12/12/2015 2

Document Exploring Melbourne, AUS 12/11/2015 12/11/2015 0

Photo of T-Party 12/12/2015 12/12/2015 0

Film After Momements 12/12/2015 12/12/2015 0

Production of post tour media clips 12/13/2015 12/20/2015 7

Share 3 Post Tour Media Clips 12/13/2015 12/14/2015 1

Exploration/Australia Appreciation/Goodbye Tour 12/13/2015 12/13/2015 0

Taylor's Squad Sleepover - Baking Cookies Post 12/13/2015 12/31/2015 18

Birthday Post 12/20/2015 12/25/2015 5

Film and Edit Acoustic Christmas Carol 12/20/2015 12/24/2015 4

Share Acoustic Christmas Carold 12/24/2015 12/24/2015 0

Prepare for Resolution to Sing 12/25/2015 1/31/2016 37

Announce and Promote Resolution to Sing 1/1/2016 1/3/2016 2













Social Media Spreadsheet - Sheet1

Summary

Victoria DavisOlivia Bynum

Colton CumbieAshley Paulmeno

Madison Kilpatrick

Our group started with a background analysis on Taylor Swift, Justin Bieber, and Carrie Underwood to help familiarize ourselves completely with the artists. We discovered how each artist launched their career, albums they have produced, what forms of social media they are active on, and the total net worth of each artist. We chose to focus on Taylor Swift specifically because she has successfully done what other artists struggle with, and that is merging from one genre to the next. Taylor Swift is successful at promoting herself on all social media platforms, Instagram, Twitter, and Facebook while she is on her tour. However, she is repetitive on what content she does post to all three, because it is primarily pictures of her on stage performing. However, leading up to the release of her music video for “Bad Blood” she posted promotional content each day as a countdown to her music video, as well as revealing what stars would be featured. We discovered Taylor is known to promote rising artists that cover her popular songs, therefore we came up with the plan to connect Taylor and her talented fans by having them collaborate on her songs. Justin Bieber is known to release acoustic versions of his album or acoustic covers on YouTube to show fans his wide range of vocals rather than what is limited on his album. We thought Taylor’s fan’s would appreciate her raw talent. Carrie Underwood’s background on American Idol show fans that her raw talent is what led to her success today. Justin Bieber is more successful about promoting his music on each social media platform with his latest social media movement for Purpose where he is uploading individual videos of dancers dancing to his songs to keep fans engaged. As Taylor is closing her 1989 tour, we want to incorporate other ways she can interact with fans. We want to get her off the stage, connecting and interacting with fans because on stage she has the pres-ence of acting “above” fans level.

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