Lady Gaga has over 10 million twitter followers.
That number makes other brands salivate – and jealous.
They want those kind of numbers. They’d be happy with a fraction of those numbers.
Those numbers, though, are in-line with her total reach, her level of exposure and the way people interact with media.
Human Behavior is a Constant
As mentioned in my presentation on social media, people’s behavior seems to be a constant regardless of the technology used. 80% of all a person’s phone calls are to the same people. 80% of all Skype calls are to the same people. The medium changed, the technology changed, but human behavior does not.
Lady Gaga’s numbers are no different. They are generally consistent with the levels of engagement across other media e.g. the percentage of an audience that calls into a talk radio show or writes letters to an editor of a newspaper.
Anecdotally, this number tends to be 1-2% of a total audience. For Lady Gaga, using a total audience of at least 500 million unique members (in mid-2010 total views of her three most viewed videos was over 1 billion), her 10 million plus followers is right in line.
Why This is Good to Know
It paints clear expectations for any social media effort. To get to 10 million followers, an established brand needs to reach 50 to 100 times more people than that.
No doubt, social media makes it easier to reach people and easier for people to engage with your brand. But it is not a panacea for growing your market. That, still requires having something special that people want.
Why Does this Matter for Project Management
1.Technology doesn’t change human behavior. Project management software or other tools facilitate and expand our actions, but they don’t change the fundamentals of how we act.
2. Projects are all about people. It remains critically important to understand people (see Theory of Constraints) to manage and design the right processes for your projects.