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HOW NIKE USE SOCIAL MEDIA [CASE STUDY]

Nike is one of the world’s biggest brands and therefore it comes as no surprise that they have such a huge following on social media. Expectations for their social content are high with the budget they must be working with.

They don’t disappoint and they have built quite a name for themselves in the social media world, having produced heaps of viral content and campaigns that really get people talking.

As a sports brand, 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.

Check oout how Nike make use of Instagram, Facebook and Twitter, pinpointing where they excel and how they could improve their social media activity.

Instagram:

Nike have really strengthened their brand on Instagram. From captivating, carefully shot photographs, to arty videos, Nike’s content is always really high quality and befitting with their brand image, that encourages high energy activity and adventure.

Good visual content goes a long way and it seems to be working for Nike as they have 14 million followers on there.

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:

These hashtags are frequently adopted by other Instagram users and a huge Nike community has been formed for people to share their own Nike fitness journeys:

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.

They don’t post as frequently 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, 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 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:

Where Nike really excel on Twitter is their interaction 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, the smaller specialized 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.

Conclusion:

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.

Source: Link Humans

Photo Source Pinterest