TWEET LIKE A

ROCKSTAR
Selena Gomez

Brianna Collins

MKT 400-201
Table of Contents
I. INTRODUCTION & BACKGROUND 3

Major Accomplishments 3

II. USE OF SOCIAL MEDIA OVERALL 5

Instagram 5

Twitter 5

Facebook 6

YouTube 6

Snapchat 6

Myspace 7

Pinterest 7

Official Website 8

III. SUMMARY OF STRATEGIC ANALYSIS & USE OF SOCIAL MEDIA OVERALL 8

Strategic Analysis 8

IV. TACTICAL ANALYSIS 9

V. CONCLUSION & RECOMMENDATIONS 11

 I. Introduction & Background

Selena Marie Gomez, age 25, is an American singer, actress, fashion designer, music artist, voice

actor, and dancer. Aside from acting, she has a clothing line and set of fragrances, and a limited

edition set of handbags, a collection of nail colors, and other beauty/fashion lines. Gomez is

also a UNICEF ambassador.

o Net Worth: $60 million

o Annual Income: $5 Million

o Monthly Income: $416,666.67

o Weekly Income: $96,153.85

o Daily Income: $13,698.63

http://peoplenetworth.blogspot.com/2017/05/how-much-money-does-selena-gomez-make.html

Major Accomplishments

She began her career on the hit children’s show, Barney and Friends, in 2002. She focused on

her acting career, bouncing from being a popular Disney Channel star to starring in movies. It

wasn’t until 2008 that she got into music and producing. Founding her own production

company, July Moon Productions, she formed a band and released 3 albums. Following this, she

debuted on her own and has topped the billboard charts since 2013.

o Gomez is the youngest UNIFEF ambassador, starting at the age of 17.

o She has been nominated for 150 awards and received 91 awards for her acting and

singing.
 Gross revenue from Revival Tour 2016 $35,600,000

Endorsement deal with Pantene 2015 $3,000,000

Value of her Calabasas mansion 2014 $3,690,000

Gross revenue from her Stars 2013 $35,000,000

Dance Tour

Total Earned for 106 Episodes of 2012 $3,180,000

Wizards of Waverly Place (106

Episodes at $30,000 per episode)

Gross Sales of Dream Out Loud 2011 $100,000,000

Clothing Line

Estimated earnings from the album 2010 $950,000

A Year Without Rain with the

American band Selena Gomez &

the Scene (certified gold by RIAA

and Music Canada, and silver by

BPI)

Estimated earnings from the album 2009 $1,140,000

Kiss & Tell with the American band

Selena Gomez & the Scene

(certified gold by RIAA and Music

Canada, and silver by BPI)

Per episode salary from Wizards of 2007 $25,000

Waverly Place

https://networthbro.com/selena-gomez-net-worth/
 II. Use of Social Media Overall

Gomez makes use of all the current popular social media platforms, as well as having her own

personal website and iTunes page. Combining all of her social media accounts, she has over 200

million followers. She also has a Tumblr account, but it is very outdated and inactive.

Instagram

o Handle: @selenagomez

o Followers: 134 Million

o Following: 37

o Posts: 1,409

Selena Gomez is the highest paid celebrity on Instagram as of June 2017. She makes around

$550,000 per post, more than any other celebrity. She is also the most followed person on

Instagram and still holding.

http://hollywoodlife.com/2016/07/21/how-much-does-selena-gomez-make-instagram-paid-per-post/

Twitter

o Joined March 2009

o Handle: @selenagomez

o Followers: 56.2 Million

o Following: 1,257
 o Tweets: 4,339

o Likes: 167

Facebook

o Handle: facebook.com/Selena

o Page Likes: 61 Million

o Followers: 60 Million

o Likes: 8

YouTube

o Joined February 8, 2008

o Handle: @SelenaGomez

o Views: 346,855,510

o Subscribers: 3,305,577

o Uploads: 144

In addition to her personal YouTube page, Selena Gomez has a VEVO page that is solely for her

music videos. This page has more views and subscribers.

Snapchat

o Handle: @selenagomez
Myspace

o Following: 54,000

o Followers: 2,229,847

Pinterest

o Handle: @TheSelenaGomez

o Followers: 31,582

o Following: 9

o Boards: 4

o Pins: 617
Official Website

o https://www.selenagomez.com

o People can subscribe to text and email updates about Gomez.

o Has an online store for her merchandise.

o Contains news updates about her and tour information.

o Connected to Instagram to show highlighted posts.

o Has a Q&A section where she answers questions for fans.

III. Summary of Strategic Analysis & Use of Social Media Overall

The accounts above are listed in no particular order. However, there are some that are noted to

not be used as much as others. Selena is most active on the core platforms: Instagram, Twitter,

and Facebook. She seems to be quite active on Snapchat, but probably more to her personal

friends than to the public. Her Myspace and Tumblr pages were completely outdated, still

adorned in cover arts and promotions from early on in her singing career. There are consistent

patterns across all of Selena’s social media accounts.

Strategic Analysis

o Song Promotion

o Posts links to music videos

o Advertises the “drop” of a new song

o Self-Promotion
 o Posts covers from magazines she is featured in

o Posts updates about acting roles

o Posts about personal matters (i.e. mental health on Facebook.)

o Answers questions from fans on her official website

o Merchandise Sales

o Has an online store on her official website

o Includes links to purchase in posts on platforms

IV. Tactical Analysis

o Song Promotion

These are posts from Selena’s Instagram account promoting her new song “Wolves” that she

just released and was going to perform on the 2017 AMA’s. Instead of just posting the song

cover, she took screen captures from the music video itself and captioned them with the lyrics
from the song.

Selena also makes use of video snippets on Twitter. As opposed to posting full videos, she only

posts parts of songs with a picture. In this one, she also included a remix that helps promoted

another music producer. There is a link included in the caption to listen the full song.

o Self-Promotion
Selena also shows her personal side on her accounts. On Facebook she shared a link to an

interview she did for Vogue Magazine about mental health. Not only is she promoting her

lifestyle, but also the fact that she is on the front of a super popular magazine. She also

connects with her fans personally by answering questions on her official website, as well as on

other accounts.

o Merchandise Sales

Selena promotes the sale of her merchandise by using her social media posts to connect her

platforms. She posts featured items on the sites and includes a link to her official site for sales.

V. Conclusion & Recommendations

Overall, Selena Gomez is quite successful with her social media accounts. It is undeniable that

she is popular, as previously stated before that she is the most followed person on Instagram

right now. Instagram is the most popular among teens and young adults, which is who the

target market for her music is. Also by posting aesthetic pictures, she appeals to more people

with just her unique pictures rather than just promoting her career.
o Strategic Recommendation: Be more visibly active on snapchat, it is growing more and

more in popularity.

o Tactical Recommendations:

1. Utilize the Instagram and Facebook story feature more, create a more

personal connection to the public with this.

2. Post more about lifestyle attributes, not just sharing an article about it.

Actually write out posts about it.