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The ‘Swiftonomics’ of Taylor Swift ahead of new album [Video]

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Social Media Marketing

Through mysterious social media posts, a pop-up installation in Los Angeles, and a real-life scavenger hunt across the world, pop star Taylor Swift is summoning her community of fans — better known as “Swifties”— for her latest album entitled “The Tortured Poets Department.”

“What we see now as Taylor — this unprecedented artist of today — is the byproduct or the result of having invested so much time in her community over the years,” said marketing expert Marcus Collins. “People feel like ‘I’m talking to my friend, like Taylor, that’s my girl!'”

Collins is the author of the bestselling book “For the Culture,” a marketing professor at the University of Michigan and the former digital strategist for Beyoncé. He says that Swift has “unique relationships with her fans” that feels more personal, especially as the singer-songwriter drops clues, Easter eggs and pieces of songwriting lore specifically for the fans that love piecing it all together.

“More than just ‘artist …

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