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Justin Bieber’s “Boyfriend”: The secret to Bieber’s social media success

Last week, Justin Bieber launched his new single, “Boyfriend” — largely by promoting it on social media. It’s been wildly successful so far, and sales don’t appear to be slowing down. Key to his success with this single and other songs has been his engagement with his young fans on social media, most notably Twitter. Murray Newlands analyzes Bieber’s marketing campaign in this week’s “Future of Engagement.”


  • Bieber communicates with his fans on a two-way street in social media, providing fans with a personal, intimate look at his life.
  • This builds fans’ trust and loyalty …
  • Which lets him sell his songs to them via Twitter more effectively.

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