Comet Branding - Branding | PR | Social Media

Biebermania

Have you heard of Justin Bieber? Yes, no, maybe? Well in case you haven’t, he’s the newest 16-year old pop singer sensation from Canada. Oh, and he is consistently one of the top trending topics on Twitter, according to whatthetrend.com.

While I do not consider myself a Bieber fan, I am impressed on how he has developed his promotional campaign.

We have all seen the power of social media and its viral capabilities, especially Twitter. So how can a pop singer who has only been on Twitter for about a year hold one of the top trending spots, week in and week out?

By the development of a strong social media strategy, Bieber has turned himself into a pop superstar virtually overnight. He has implemented a perfect blend of social and mobile media, to stay connected to his ever-growing fan base, and drive sales of ringtones and music downloads through the roof.

His record label, Island Def Jam, recognized the importance for his core audience for mobile and tailored the content to be more accessible in this medium.

It does not matter the medium: Twitter, blog postings, YouTube, or Facebook, Beiber’s fans know about it first and can access the content from anywhere.

To date, his single “One Time” has over 56,000,000 views on YouTube. A viral video from a 3-year old crying fan drew over 3 million views and some great PR on the Jimmy Kimmel Live Show.

He has even turned negatives into positives. All the Bieber critics are adding fuel his Twitter fire. It takes natural disasters, or major award shows, to remove him from the number one spot.

So what does this all mean? It means that social media works. Consumers are willing to listen if you are willing to listen to them. An implemented strategy that is focused on the right channels, gives a voice to the fans, and offering relevant content can be much more impactful than traditional mediums.

Not every brand is going to achieve the same success as a pop star, but they have an opportunity to build something sustainable and relevant to their consumers.

What do you think? Is it a good social media model or has his stars aligned?  Would love to hear from you and add your thoughts on this subject.

Tags: island def jam, justin bieber, pop music, social media, Twitter, twitter trending, what the trend, YouTube