Justin Bieber as a Social Media Entity, His Interaction with Fans and Other Stakeholders

Justin Bieber Case Study
Social media has changed communication over the last year, most specifically in branding. Social media has enabled customers and company to have real-time communication and exchange feedback in a way that has revolutionized communication. Sports personalities, celebrities, journalist, politicians, media personnel all rely on the power of social media to grow audience and brand (Vukasovič, 2013). While there are numerous social media websites, this paper focuses on leading sites such as, Instagram, Facebook, Twitter and YouTube and the impact when used by celebrities. This article studies Justin Bieber as a social media entity, his interaction with fans and other stakeholders as well as his general social media presence.
YouTube, Vine, and Instagram, all video-sharing social media sites, each have their own set of rules, time constraints, and uses. When using these platforms for filming videos, the following guidelines can be used (Luttrell, 2015)". Correspondingly, Justin Beiber was able to promote his talent on YouTube. This social platform boosted Beiber's career due to its strong audiovisual network which then began triggering a chain reaction of his work.
The allure of Instagram is the ability to create, manipulate, and share photos with family, friends, coworkers, and anyone else interested in taking a peek at those sepia tinted, vintage-style, toaster-hued digital images (Luttrell, 2015). Justin Bieber is a Canadian-born recording artist currently enjoying a massive social media presence with around 62.7 million followers on Instagram (@justinbieber), 72 million followers on Facebook and 31 million followers on Twitter (@justinbieber). As a fan of Justin Beiber I have seen him develop and promote himself as a celebrity by using these social platforms to show his talent. One of Beibers' biggest accomplishments occurred when he asked one celebrity everyday to hold up a sign for his next single counting down the days. Artist such as Big Sean, Halsey, Travis Scott, Ariana Grande, Ed Sheeran, Tony Hawk, Shaquille O'Neal, Coldplay's Chris Martin, Gigi Hadid and Carly Rae Jepsen all help up "What Do You Mean" signs that helped stoke anticipation (Lipshutz, 2015). His dedication as a growing popstar has demonstrated his devotion to interact with fans and other artist by listening accordingly.
"I remember perfectly what I was doing," stated, Laura Caro, a 15-year-old "Belieber" from Ontario, I was getting ready to go out, when suddenly I got a notification that Justin had tweeted, so I immediately went on Twitter and started tweeting like crazy … asking him for a follow."
In the case of Caro, she stated that his Belibers follow back taught her that anything is possible. These memorable interactions with fans allow the artist to boost his popularity. Bieber through his moniker beliebers manages to revolutionize social media following by creating a cult following which he engages in on a daily basis.
"As a Belieber, I can tell the effort he puts in to interact with us," Caro said. "Justin actually tries to reply and follow as many people as he can because he knows how happy it makes us. I feel like I get to know him better through every tweet he posts (Lytle, 2013)."
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