Intro:
Nike is one of the world’s biggest brands They don’t disappoint and they have built quite a name for themselves in the social media world.
Nike is one of the world’s biggest brands They don’t disappoint and they have built quite a name for themselves in the social media world.
As a sports brand, I feel that it is important for Nike to perform well on social media, as sports is a sociable activity and sporting events create a huge social media buzz.
I’ve taken a look at how Nike make use of Instagram, Facebook and Twitter, pinpointing where they excel and how they could improve their social media activity.
Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services.With the highly recognized trademarks of "Just Do It" and the Swoosh logo。
Nike uses a lot of social media to presence their new releases and the new products by instagram, twitter, facebook. By using these kind of social medias, Nike can help people know more about their company, and make it easier to shopping online for the customers, so that can help customers finish transaction in a short time.
Twitter
As Nike has grown as a brand, they have branched out into a number of departments, catering for specific sports and setting up new ventures, such as their mobile fitness apps ‘Nike+ Fit Club’ and ‘Nike+ Running.’
For this reason, Nike have a multitude of Twitter accounts representing each of the different sports they have involvement in (e.g. @NikeFootball) for different regions where they have their largest market bases (@NikeNYC), an account specifically for women and also one offering support to athletes from other athletes. Their largest following is on their general brand account @Nike which currently has 4.78 million followers, though they have a further 3.44 million followers for their Nike.com account (@Nikestore) and an average 1 million for their other accounts.
So as not to complicate matters, my study is going to focus specifically on the activity shown on Nike’s general account (@Nike) and their Nike UK account (@NikeUK).
They don’t post as frequently as I expected on the main Nike account, posting just once every day or two, which is surprising considering their high number of followers on there and high profile of the brand.
When they do tweet, their posts are brief and tend to be sentence-long motivational statements, most with the hashtag of their catchphrase “JustDoIt.” Despite the simplicity of these tweets, they generally receive a couple of thousand retweets and favourites. The majority of content on the @Nike account is made up of retweets from all of their other accounts and I feel that the purpose of the account has become a centre for Nike followers to receive the highlights from all Nike departments:
The Nike UK account shares much more of their own content, from new products, to information about Nike run sporting events; although, they too only post about once a day.
Most posts contain a photograph, which I feel makes a huge difference in making them engaging to followers. They do a good job of getting followers involved by asking questions about what their favourite Nike products are and encouraging them to send in pictures of their own Nike gear. An example of this was their recent #airmaxday campaign, where they asked users to tweet photos of their Airmax trainers:
with followers and they respond to nearly every mention they receive on the platform with advice and fun responses that will make the consumers feel valued.
Facebook:
Nike have their largest and longest standing following on Facebook, with just under 22,000,000 followers.
Their Facebook page functions as a bit of a hub for Nike’s online activity, as their multi-purpose account not only works as a normal fan page, it also has customised tabs that link followers directly to their Instagram account and Nike Support page. In addition to this there is also a ‘Shop Now’ button that redirects users to their online store. Looks like Nike have Facebook nailed:
In terms of content, however, they do not actually post that frequently, posting just a couple of times a month.
Like on Twitter, they have multiple Nike accounts on Facebook and I found that the smaller specialised pages are more active than the key account.
Running has always been one of Nike’s key focuses and their Nike Running page is one of the more popular, where they regularly post all content running-related, from the release of new running trainers, to information about running events that they host.
The Kenyan National running team are currently involved in Nike Running’s latest campaign and feature in a high volume of their Facebook posts, including videos and quotes from members of the team:
Updates on the Nike Running page tend to receive a high level of engagement and a community of keen runners has been formed, who use the page as a forum for discussing their hobby, sharing tips and finding out about new products and events.
Like on Twitter, Nike are really good at responding to comments from followers and they make the effort to write back to nearly every person who writes on the page, whether it is in response to a purchase enquiry or just a general remark about a post.
Instagram
Instagram is a new application on mobile phone that attract a lot of teenagers to follow and concern the stars and their friends, so Nike has its instagram page as well, so that they can let people know the first hand new releases and new products.
Instagram is a new application on mobile phone that attract a lot of teenagers to follow and concern the stars and their friends, so Nike has its instagram page as well, so that they can let people know the first hand new releases and new products.
Posts generally receive between 300k – 400k likes and dozens of comments from followers, mainly of people sharing the content with their friends. They have developed a number of brand hashtags, including their trademark #justdoit, as well as #nikewomen to support their ongoing campaign to empower women in sport and others specific to products or events, such as #airmaxday:
Instagram is the application at mobile which is very popular between the teenagers, a lot of college students post pictures and videos on it. So Nike post pics as well. so that they can let customers have the first hand new product.
Conclusion:
In conclusion, I feel that overall Nike have social media sussed and although I found that their content is all a bit segregated. The value of creating different Facebook and Twitter pages for different sports, is that communities have been formed surrounding mutual interests and content can be tailored specifically for that audience, meaning followers see exactly what they are interested in. Despite this, I feel that a bit more can be done on the general Nike pages, as they have fallen a bit quiet and are still home to the largest followings.
Citations:
@nike • Instagram Photos and Videos." @nike • Instagram Photos and Videos. Web. 2 Dec. 2015.
Behind the Chronicles: The Making of Skate Films." Nike News. Web. 2 Dec. 2015.
Wikipedia. Wikimedia Foundation. Web. 2 Dec. 2015.
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