In my last post, I revealed just how poor Nike’s use of Facebook is. The official Nike page isn’t using a massive platform to their advantage and in this post, I looked into their use of other platforms and, good news, while Nike still isn’t as consistent with their posts and engagement on other platforms, at least they have posted within the last year and a half on Twitter and on Instagram. Here is one way Nike is doing it right and two ways they can improve their social media usage.
Nike Posts Make Me Want To Run Through A Wall
No, not literally. But the content across their pages is so inspirational, I literally can’t wait to see the next advert Nike puts out. Their genuine commitment to diversity and their constant display motivates me to be the best person and the best athlete I could possibly be. Here is Nike’s last post on Twitter:
I MEAN…
Does this not make you want to run right through a wall in order to achieve whatever athletic dream you may have? Maybe I am exaggerating but the display of Nike athletes conquering their various sports while in difficult and different situations says a lot about the admirability of their brand. As my classmate Steve mentioned, Nike focuses on inspiration. He discovered that their social media team works to develop content that will consistently move and inspire their audience. Check his post out if you want to know more about Nike on Twitter.
Why SO Inconsistent?
Nike is a massive organization and the fact is social media can still do a lot for their reach. It seems like they don’t realise that they need to post more often on all platforms… or maybe they don’t? Because I will probably buy Nike cleats soon regardless of their number of posts. I’m sure you can all relate when I say, I haven’t made my last Nike purchase. Although, a study by Meltwater claims that organizations should post 10 times a day on Twitter. Nike posts about once every 9 days on Twitter. However, the trend they have developed is posting on an occasion where a Nike athlete has achieved something. I just feel like Nike could be doing more in terms of how often they post, it wouldn’t hurt to provide more of that content that makes users like me want to run through a wall. I know I wouldn’t complain if I saw inspirational posts on my timeline everyday, I’m a college student. We could all use some inspiration from time to time.
Where Is The Love?
Nike shows no love in terms of engagement. As my classmate Dan discovered on Nike’s Instagram page, Nike rarely, if ever, replies to people’s comments under their posts. Check his post out for more of Nike’s Instagram practices. A study by Social Media Examiner claims that brands should be ready to answer questions and comments. This is seen as a best practice on social media but Nike is simply slacking. Customers feel more connected when their comments and questions are replied, I know I would gain a weird attachment to a company’s social media if they ever replied to me. The important thing is making customers feel like their voice is heard, I think that says a lot about a brand and their customer care. If one person had their comment replied to, it would create a domino effect where more users would want to comment and that will ultimately increase the reach of a brand but Nike doesn’t seem to care about engagement on social media. The truth is the company is bringing in a LOT of money regardless of if they replied to a certain Christina’s comment on their post. Although, why don’t they want MORE?
Nike is an incredible brand and I believe they could easily better this organisation by improving their social media usage. What do you think? Is Nike doing enough across the big three platforms? Leave a comment! Let’s talk about it.
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