NIKE social media audit PDF

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A written out social media audit for NIKE (use for example, don't plagiarize)...

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NIKE: Social Media Analysis & Audit By Shelby Noland, Jessica Curley, Maddy Jaramillo

Conversational Tone/Outline Goals: Nike is the most followed brand on Instagram and one of the most influential companies, that a vast number of followers and consumers follow. On the Instagram application alone, every post on average has over 2,000 comments. The comments can range from questions about the post, complementing the picture, or complaining about the company or product as a whole. With so many comments flooding in daily it is hard for Nike to sift through them and comment on the necessary ones. Frankly, I was never able to find Nike responding to a comment on one of their photos. With this being said, Nike has a great customer service. They pride themselves on having their contact information on all platforms, always answering calls and responding to emails within 24 hours (less than usual). I have noticed that their social media platforms are not used for customer service issues or stopping hatred, they are only trying to make the community of Nike stronger. When I examined their YouTube account, they seemed to use the same tactics. They post frequently, but never respond to comments they may appear on their videos. With Nike being such a massive and strong company one thing is certain to me, they are trying to make a community for their consumers. With having over 120 million followers on three of their social media platforms, when you press that follow button you have now become part of an army. Their goal is to make Nike more than a place to buy products and clothing. They are active in the community, learning about their costumer’s goals and ambitions in life, and bringing awareness to problems or issues in the world. Their Instagram posts are not just their products, frankly very little of are the products, the pictures are individuals with stories, short clips of athletes explaining their journey, or an organization video in hopes of bringing a call to action. An example of this consists of posting a picture of a random person/customer, with the caption as a quote of something inspirational they said, followed by the hashtag #justdoit. This gesture gives their customers a voice, creates an inclusive environment, showing them that they are heard by everyone around the world. Another goal they strive for is creating smaller groups within Nike. Since Nike tailors to multiple sports, hobbies, lifestyles, etc. the customers can sometimes feel lost. Due to this issue, they create smaller Instagram accounts which help this issue. Accounts such as Nike woman, Nike running, Nike skateboarding, Nike training, Nike New York, Nike running club, etc. allow the opportunity for consumers to narrow in on their hobbies or interests. On these separate accounts you will find posts that help, give advice, or bring new products to light regarding the account underlined. Emotional Impact, Overview of Social Media, Platform of Focus Nike has a strong emotional impact on their social media platforms. Nike delivers emotional messages in a way that connects with their customers. Nike invites their viewers into

their stories, making it easy to relate to the brand on an emotional level. They use the emotional branding technique of Heroism, which inspires passionate customer loyalty all over the world. The Hero is an old tale who embarks on a journey that challenges him/herself and prevails. They turn this archetype and story of the Hero inward. Nike identifies their customers true identity as the hero, hoping to get rid of their lazy side, the villain. On all their social media platforms, Nike defines moments through showcasing celebrity endorsements, performance shots, and worldclass events. These capture emotion through motivational, successful, and active lifestyles. They connect with their audience on a deeper level by inspiring their customers to be proud of themselves and to strive for greatness.

Nike has a total of 270 active social media profiles, consisting of separate accounts for different products and audiences. Nike has social media profiles on all major platforms: Facebook, Twitter, Instagram, YouTube, Pinterest, and LinkedIn. Nike has 108 Facebook pages, 104 Twitter handles, 16 Instagram accounts, 41 YouTube channels, and 1 LinkedIn account. We will be focusing on Nike’s main Instagram, Twitter and YouTube. These platforms have frequent posts, high following rates and are consistent with Nike's brand. Our platform of focus is Nike’s Instagram. Nike has a total of 102 million followers and a total of 767 posts, as of March 2, 2020. Nike portrays a positive, motivational and encouraging tone of voice on their Instagram. Overall, Nike’s Instagram is consistent. With Nike’s high levels of engagement, across all platforms, Nike has to manage which messages and conversations to focus on. On Instagram, Nike doesn’t directly communicate with its followers. Instead, Nike empowers their employees to start conversations. Nike connects the Nike brand with the community, sparking conversations on a daily basis. Nike’s last five posts consisted of 3 different “Common Thread Episode” videos. The first post received 982,123 views, 128,170 likes, and 879 comments. The second post received 1,04,736 views, 125,203 likes, and 560 comments. The third post received 851, 799 views, 104,994 likes, and 499 comments. Next, Nike posted the “The Mamba Forever” video, which received 1,880,902 views, 338,444 likes, and 2,349 comments. Finally, Nike posted a picture of Maria Sharapova. This picture received 701,439 likes and 3,100 comments. Of these last five posts (4 videos and 1 picture) there was an average of 1,092,599 views, 279,650 likes, and 7,387 comments. Social Grid: @Nike Instagram POST Common Thread Video Episode 1

DATE

VIEWS

LIKES

COMMENTS

Feb 17

982,123

128,170

879

Feb 21

1,042,736

125,203

560

Feb 24

1,880,902

338,444

2,349

Feb 26

N/A

701,439

3,100

Feb 29

851,799

104,994

499

Common Thread Video Episode 2 Mamba Forever Video Maria Sharapova Picture Common Thread Video Episode 3

News Analysis Insight: Nike is very up to date with their social media covering a wide range of social platforms. Most of Nike’s posts promote famous athletes, photos of their new collections/products and anything that is fitness related. Instagram, Twitter and YouTube are their most popular and updated channels with millions of followers each. Instagram is their top platform coming in with 102 million followers. The majority of their posts are testimonials and pictures of athletes rather than their products which is what most retail stores focus on. The significance of using athletes as their theme brings in a broader audience besides just people that use active wear. The posts are inspirational, powerful and feature incredible people. They are more than just posts; they aim to tell a story and make the audience feel emotion. The posts of athlete profiles have the most engagement from viewers generating between 100,000 to 500,000 likes and 1000 to 4000 comments. One of their biggest posts was a Kobe dedication after his death. It reached 2,278,948 likes and 11,180 comments (Instagram, January 26, 2020).

Nike’s Twitter uses a similar method to Instagram where they showcase a variety of athletes with testimonials. However, they also focus on new products and collections. For example, Nike posted about the release of their newest race-day shoe (Twitter, February 5, 2020) and before that, the launching of Nike Victory Swim Collection (Twitter, December 10, 2019). Nike’s twitter feed is more informative, and less storytelling and the amount of posts differs each month depending on what products they’re releasing and what events occur. No matter how much they post, they always finish with their famous catchphrase: #Justdoit. Nike’s most popular tweet was the same picture as the most liked Instagram post, the Kobe dedication. Most tweets receive anywhere from 1K to 50K around 500 comments, but this tweet received 346.3K likes with 634 comments (Twitter, January 26, 2020).

Nike’s YouTube strategy is very different compared to their other platforms. With 1.31 million subscribers, it’s broken down into categories that include Nike Innovation 2020, Series, How-To, Athletes, Innovation and Cities. Its main focus is on how to build a community of athletes among average people. The How-To’s have healthy smoothie recipes and stretching tips. While the Innovation promotes different shoe products to the public. Each segment varies on its posting schedule, but the most updated one’s are the Series which gives more lifestyle tips and short inspirational videos and Nike Innovation 2020, which is the release of products this year. The Nike Innovation 2020 receives above 1000 likes and around 100 comments. However, the most popular video was an Athlete’s Cookbook under Series. It received 3.3K likes with 97 comments (YouTube, January 30, 2020). Nike’s Facebook, Pinterest and LinkedIn exist and have a decent number of followers, but they either have less engagement or just a repeat of posts that they take from their main platforms. So, with that said, we chose not to focus on these platforms. The next social campaign should focus on different active events going on locally and worldwide, whether that be races, competitions, etc. Nike has launched tons of new activewear in 2020. So, it would be beneficial to expand their relationship with their audience by persuading them to invest in these new shoes so they can run in this upcoming race. It would be more meaningful than just trying to sell shoes and it would inspire the customer to do something they normally wouldn’t....