“Lady Gaga, one of the web’s commanding giga-stars – with 21.5m followers on Twitter (Stephen Fry has a mere 4m) – has recommended a book, on Facebook. “Lüc Carl Buy his book. HE’S AWESOME!!!!! Great memoir about losing weight on your own terms.” Within a matter of hours, more than 15,000 people had “liked” it, a pretty reliable indicator of a coming “viral” success.”