Artists use social media, such as twitter, to inform their fans directly about any projects they are working on or albums that may be released soon. for example if Lady Gaga made a tweet about her new album it could be seen by nearly 31 million people who follow her, and since they follow her it means they are her fans and are interested, but it would also be visible to other people on twitter as well. they may also use social media to improve their star persona, by tweeting about world events they can show people that they are "caring" and "nice" people, which means people will like them more.
we could use social media to increase the consumption of our music video by posting it online and creating some kind of competition that would require them to watch the video to win.
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