U.S. pop star Lady Gaga won best International Video of the Year at the 2011 MuchMusic Awards in Toronto yesterday. This, of course, set off a Tsunami of “GAGA WON” Tweets and other social media channel chatter.
As I write this — at just a few moments before 7 a.m. PST the day after, it’s still a Trending Topic and @constanza_jp asks (via tweet) why:
“Why GAGA WON still in the TT?”
NOTE: For the Uninitiated, TT = Trending Tweets, an indicator of top topics on Twitter at that moment.
Why is GAGA WON still a Trending Topic?
Gaga Won still trends because Lady Gaga has built a fan base that lives on sites that amplify her message.
Madonna might have been the Material Girl, but Gaga is the Social Media one, smart and marketing savvy, willing to work hard to develop relationships with the “Monsters” who love her music and her message. And this keeps her top of mind for others, too.
GAGA WON is still Trending because these communication channels are filled with fans who — like those who punch the beach ball into action across a concert hall, fan to fan to fan — keep her message “trending” — brilliant!
See the Tweet in the picture from @icanbesex that compares Lady Gaga and Brittany Spears, as if the justification has to do with the number of awards Lady Gaga has taken home in the last three years.
From a marketing perspective, this should insult Lady Gaga. Awards aren’t the gold. Fans are, and she knows it. Unlike some artists who are “managed,” Lady Gaga is clearly in charge of her own brand, including Tweeting for herself, and the strength of her fan base shows that.
Want to better understand how important these Fan relationships are to Lady Gaga? Watch her recent interview at Google. It’s a long video, but anyone interested in branding will be totally entertained — and educated.