The music business gets social media. Lady GaGa had 49 million Facebook followers in 2013 and Rihanna 50 million. Rihanna is the second most popular music star on Facebook behind Eminem.
In the last few months of 2013 Rihana's label, Universal, used a tipping point strategy to leverage her followers in the run up to the launch of her new album and single.
Followers were encouraged to visit a new site, post content and like a new page and go on missions. Only when a certain number of likes had been achieved were rewards released. Rewards included song lyrics, a release date, cover image and videos This strategy has been used before, but it hit the jackpot this time. They achieved:
+ Over a 100,000 Tweets a day during launch month
+ 420 million Facebook wall posts
+ Triple platinum success for her single and a No 3 debut for her album.