@justinbieber

At 16, Justin Bieber has accomplished what most could only dream of ever accomplishing (check Wiki). How does one go about creating such a legacy as his?

In Adam Enbar’s Social Media Marketing Lessons From Justin Bieber blogpost, Scooter Braun, Justin’s manager, offered a 4-point analysis on the marketing success of his client (linked blog above). This is a perfect reflection of the customer relationship building component of a value driven brand. In creating an online presence through Twitter and YouTube, fans are offered a glimpse into and are constantly updated on the singer’s life, creating a continuous pull on fans’ loyalty. It’s similar to my experiences in opening fortune cookies: once my message has been read, I immediately look forward to the opening of the next cookie. Humans are curious creatures, and that is a trait that can be capitalized on to build customer loyalty.

As well, Justin’s use of Twitter has allowed his fans ample opportunities to communicate their desires on what they hope to see. In doing so, Justin was able to provide answers for their demands, keeping fans loyal, and, most importantly, turning them into advocates for the Justin Bieber brand. They asked for an autobiography; they got it in First Step 2 Forever: My story. They demanded a movie; Justin Bieber: Never Say Never will be released on Feb. 11 (just in time for Valentine’s). The singer’s legion of 6.8 million Twitter followers is proof of their advocacy and dedication to him.

The Justin Bieber brand is huge. It’s bigger than the population of Denmark. It’s bigger than the Jolie-Pitt clan. And, really, for a brand to be bigger than Brad, Angie, and their 2339 kids is an amazing accomplishment–all due to the power of social media in creating value-based marketing. And, in all honestly, Baby is quite catchy.