Is Nike Missing Out on The Reach of The Massive Platform That is Facebook?

Ironically enough, although I am in a social media course, I just deleted all my social media. I realized I spent way too much time on my phone and it only feels like I have 100 exams and interviews this week 🙂 The fact is that social media connects an entire globe with the use of technology that is in the majority of our pockets. One share or one view can bring in revenue for a company and every business should use this to their advantage. 

Love Nike’s Shoes. Their Facebook — Not Really…

Although I am writing this post for a social media class and quite frankly, looking forward to sharing my findings on the Facebook usage of my favorite Athletic brand, Nike. I am in love with the design of almost every Nike shoe but the organization could do a much better job with their Facebook presence and how they engage with customers on Social media.

According to Meltwater’s “How Often Should You Post on Social Media,” companies should choose a routine and be consistent. Guys, Nike hasn’t posted on Facebook since the year Lil NasX released his famous single “Old Town Road”. I guess now that I write that, it wasn’t such a long time ago. But to be more specific, the official Nike page on Facebook hasn’t posted since August 21, 2018. While Facebook may not exactly be what’s “in” right now, it is the leading social media platform and there are 2.45 billion monthly active users on Facebook. Nike’s content on Facebook is extremely inspirational and it’s rather odd that they haven’t made one single post since 2018. While the same study by Meltwater claims that companies should post once a day or less, I don’t think one of the biggest Athletic organisations in the world should be that absent on the biggest social media platform in the world. Although, my next purchase will probably be a pair of Air Maxs, I think Nike’s lack of engagement on Facebook is a very bad social media practice as they could be reaching so many more customers.

Just DO IT?

Hootsuite’s study of Social Media, “There Are More Social Media Users Today Than There Were People in 1971” has a big bold subtitle that says “Facebook Still Dominates,” so it is clear that despite the fact that many people I know may say they haven’t used Facebook in a while, there are people that still do. Meltwater’s study claims that the most consistent engagement on Facebook is between 9 am to 3 pm on weekdays but Nike doesn’t have much engagement in their comment section. I believe there should at least be the occasional reply by organisations as this goes a long way. I know I want to feel like my voice is heard, if they replied to a comment once in a while it would be very beneficial to the reputation of the brand. I know everyone knows how great Wendy’s social media is and that is due to the fact that they interact with their customers.

It would be wrong to make it through this entire post without commending some of the wonderful content Nike does have on their Facebook page. SproutSocial claims the best time to post is on Wednesday at 11am and in my audit, Nike posted an advert at this exact time… Can’t be a coincidence right? This advert served to introduce the Nike Flyknit Bra for women and it had 5.7K likes. Nike only seems to post when they commend the accomplishments of one of their sponsored athletes and that is why they have such a sporadic posting schedule on Facebook but this post showed that they still care about how they engage with customers on social media.

So what do you think? I know big companies can perhaps get away with inconsistent social media usage and maybe Nike is doing so right before our eyes. However, should they be more consistent? Leave some comments! Let’s talk about it because regardless of their Facebook usage, I know they will remain my favourite Athletic brand.