Case Study 3: Social Media Analysis of Selena Gomez

Overview 

Recently, Selena Gomez has garnered a lot of attention from her role as a producer in the TV series, 13 Reasons Why. As someone who follows her music and career, I decided to look at her social media use and interactions. Her Twitter and Instagram handles are both @selenagomez, while her Facebook is url is /selena. She has over 61 million likes and nearly 60 million followers on her Facebook account.

She joined Twitter in March of 2009 and has gained nearly 49 million followers while only following 1,200 people. Over the course of the last 8 years, she has tweeted 4,237 times and has liked 163 tweets. Her presence on Instagram has earned her 123 million followers. She follows 271 individuals and has posted 1,340 times!  Her social media use is extremely impressive!

Analysis 

Facebook 

Screen Shot 2017-07-13 at 9.34.31 PM

Her Facebook profile picture and cover picture are very similar. Both are part of the advertising and media campaign for her single “Fetish” featuring Gucci Mane. This image use immediately informs the viewer about the projects that she is working on. Her about tab further provides information about her music accomplishments and links to her website. Everything on this section helps promote the music, collaborations and other work that she has done. She also highlights members of her band in the section of her bio.

All her posts include some media aspect. Some of them have videos and some of them have pictures. By using media in all her posts, she draws us in visually and verbally to her content. Her last few posts had engagement over 100K and a mixed number of comments. Due to the nature of fame, she has both negative and positive comments. In my initial search, I found that most of them were positive. I couldn’t find any pages that she liked on Facebook.

Twitter

Screen Shot 2017-07-13 at 9.34.09 PMHer Twitter account uses the same profile and background picture as her Facebook profile. This shows uniformity across her social media platforms. Her following on Twitter is slightly lower than her Facebook likes and just a fraction of her Instagram followers. Her use of Twitter varies a little from her use of Facebook just due to the nature of the platform. Most of her tweets and retweets are ones that have some type of media content. Just browsing through the feed, most of them are retweets of other companies and other accounts that promote her. She also tweets out content about her upcoming projects and music.

She has some audience interaction, most of the interaction occurs in fans liking her posts or retweeting her. She has retweeted and liked tweets where people and fans that are promoting her products or content. Overall, her bio on Twitter is a lot shorter than her bio on Facebook. The bio here gives links to her newest song and shows where she is from, Los Angeles. Much like the mix of comments on her Facebook, she receives both positive and negative comments and tweets from individuals.

Instagram

Screen Shot 2017-07-13 at 9.34.40 PM

Selena’s Instagram is the most popular account that she uses. Much like her other accounts, her profile picture is the same as Facebook and Twitter. Her bio here is the link to her latest music release. Most recently, she has been posting videos that are part of her newest music release. They have all gotten more than 3 million videos each. The most popular of her last 5 posts received 9.9 million likes. Almost all of her posts recently have been related to music releases, as this has been her most recent project. The use of videos helps capture the attention of individuals on Instagram since they pause to watch the video, thus better digesting the information that they are looking at. In my use of Instagram, I find that I spend more time looking at videos than I do at still photos. She doesn’t really interact with fans on Instagram as much as Twitter. I find that it is hard to pinpoint a celebrities interactions as there is no way to track the history of a specific account that you are following. Overall, I think her use of Instagram is extremely successful due to her commitment to utilizing eye-catching material and media.

Conclusion

Selena’s use of social media is uniform across the board. She utilizes the same picture and background in all her accounts, allowing her to better control the way individuals view her across all the platforms. There is no confusion about who the focus is in all the accounts. However, her Instagram account has captured the most attention of the 3 platforms. She has the most interaction with fans on Twitter, however, I believe that her Instagram account is most appealing. She posts media in almost every tweet and Facebook post, therefore, Instagram curates it all into one easy place. This platform allows for the best utilization of pictures and video – something that Selena Gomez shares a lot of.

Advertisements

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s