PHOTO SHARING: In a similar way we can apply some of those methods to a different social media. Photo sharing is another social media that is not simply a social networking site. The most popular platform of that kind is Instagram. On Instagram the company can post photos of new products. Photos do not give the same flexibility as videos, so the company should use it to show only the most impressive details of the products they are showing. However, Instagram now allows uploading several photos as one post, which allows the company to show different colorways of a given product. I believe this is a good method of attracting the attention of the users. Similarly as with YouTube, Nike can upload impressive photos of their athletes in action. For example, they can show a photo of their athletes during a game or during an impressive performance. This again, can show users how their favorite athletes perform using Nike gear. Also, on the Instagram page, the company can post photos of the athletes, who have their own product lines, for example Kobe Bryant. This would help make the connection between the athletes and the customers, making the customers more willing to buy products from a specific product line trying to look like their idols. Using Instagram in that way will make the users feel closer to the company, so they will identify with it more. This would drive more traffic to the Nike website. In order to make sure that as many users as possible are redirected directly to the company’s website, once again a link needs to be included in the description of every post.
FORUM: We see how these two platforms help engage the users with the company. What is really key in both platforms is that allow comments on the content that is posted. This allows the company to follow the general opinion of its customers, and use it to help them make better decisions in the future. However, in order to get an even better feedback, the company can create a forum. This would be another social media platform, which can be included in the website, which would allow the users to engage with the company by discussing products, ads, athletes and everything else related to Nike. Every user would be able to join the discussion. In that way, Nike can get lots of feedback, and use it to make better product or advertisement decisions in the future.
Other social networks like Facebook, are a fundamental tool which Nike can use to promote their products but specially to build the brand. Nowadays the most important companies worldwide focus especially on the importance of brand awareness over other aspects. Facebook users that are interested in Nike will start feeling part of a family and will start creating a community in which you can share your opinions and interests. Also Facebook, through the interaction of the users, will help to reach out to other people and get them to know the products, offers, promotions… Posting regularly and answering to the users will help to make the consumers feel close to the brand and to make them realise that Nike cares about them and their opinions. This can be a good place as well to launch advertising campaigns because the content in Facebook spreads fast and reaches out a huge number of people. Creating campaigns that have an impact on the viewers will call their attention on the brand and make them want to find out more.
Twitter is also another important tool that will make Nike know about the opinion of the customers and get feedback from their campaigns and products. This is one of the most important strategies to implement because this way Nike is in direct contact with the customer, and by changing what people don’t like, it will assure you their happiness. Nike should focus on the creation a forum, more than in advertising their campaigns here. This way they can get feedback from the customers but mostly answer doubts people might have, product details or even get some advice on how to practise sport in a healthy and secure way.
Other platforms that provide specific content about sports and sports-wear, or even the “hashtags” in Twitter, are also effective advertising strategies where we will have impact, because we will know that the people watching our campaigns will share the same interests with what we have to say.
We firmly believe that the combination of all these social media tools, will help Nike achieve the desired sales.