Lady Gaga and the Value of Online Intel
Lady Gaga is pop culture these days, it seems. So it’s no surprise that brands are considering how to tap into her celebrity power via endorsement or product placement. A sure way to cash in, right? In Is Lady Gaga and Your Brand a Good Match?, Paul Dunay of Networked Insights suggests perhaps not. In fact, the company’s social intelligence found that while positive sentiment for the queen of the meat dress runs at 32%, a perhaps surprising 39% of the sentiment is negative. (The full report is available for download.)
The number underscores the challenges of working with celebrities known for attracting attention—for example, offended fans recently lobbed eggs at Gaga after she used a wheelchair as part of an Australian performance.
To be sure, there are a range of factors that go into the strategic decision to launch a celebrity partnership or, for that matter, any social media campaign. The point is that social media intelligence provides the metrics that guide decision makers toward ROI-generating tactics.
Have you ever been surprised by the results of social media monitoring?