Lady Gaga’s new music video for her song “Telephone” made its debut on March 11th. Within hours of its YouTube release the video had so many viewers that the site temporarily crashed. Despite what you might think of the “Telephone” video, it’s impossible not to recognize that Lady Gaga is much more than an entertainer – she is a social media powerhouse. Gaga not only dominates the airwaves, she also extends her global pop domination via the Internet.

So you like the music video you are watching on the YouTube window embedded in her webpage? Well, just wait for Apple’s iTunes advertisement to pop up on the video screen and link you to the power of a one-click purchase of the mp3.  You don’t even have to stop watching the video.

Lady Gaga’s viral dominance is fed directly through her website LadyGaga.com. Here Gaga links viewers to her Twitter feed, Facebook page, YouTube channel, and iTunes store. It’s easy to navigate because the various media platforms are combined into one simple user experience. This, in turn, makes it easier for consumers to listen and purchase Gaga merch – from albums to a pair of stylish new earbuds – all while receiving personal updates from the pop queen via her Twitter feed. Here you can truly plug into Gaga’s world 24/7.

This social media cocktail has proved an effective elixir for Gaga and her fans, pushing the “Telephone” video into the spotlight before MTV or VH1 got a hold of it.  Now the artist has surpassed the record industry’s antiquated medium of delivery (video request shows or top ten countdowns). Social media cuts the power from the industry giants and puts it directly in the hands of the artists.

It is interesting to see how artists are embracing social media and turning it into venues for social marketing that directly and personally engage the artists with their fans.  Lady Gaga isn’t the only one who is taking advantage of these new platforms, she just happens to have figured out a way to unite them all in a successful global media campaign that not only reaches thousands of people, but allows them to feel a personal connection with her at the same time.