Blog: Social Listening-Nike

The brand I selected is Nike, which is a well-known athletic apparel company in sports businesses. Some people believe that Nike offers satisfied customer service and products of high quality. Some people believe that Nike products are so expensive and of poor quality. I have a strong interest in Nike because it is my favorite sports brand. Therefore, I would like to have a thorough understanding of this brand. 

The value proposition of Nike is to offer products, which can motivate people to be an athlete. Meanwhile, products of Nike highlight the high quality, innovation, and brand status. Nike pays more attention to customization, which allows customers to customize products by online use. In addition, Nike aims to be accessible in difficult areas globally. 

This is an example of a negative comment on Nike from Twitter. The customer complained that he could not search for a tank top on Nike’s website. Meanwhile, the customer believed that Nike did not show a fair attitude to every customer. This comment shows that Nike did not offer good customer service.

This is a negative comment on Nike products from Instagram. The image and posts show that this customer felt so disappointed about Nike shoes because their heel came off. The comment reflects that the shoes are poor in quality. 

This is also a negative comment on Nike products from Instagram. The customer complained that this pair of shoes is not worth its price and felt deceived. 

Nike utilizes social media to convey that they do not only sell products but also create a healthy way of life. It creates many channels on each social media including Nike Basketball, Nike Swim, and Nike Women. Meanwhile, their posts on social media are wise and eye-catching. 

Nike makes more efforts on developing a social media strategy. For example, Nike establishes many separate Facebook pages for each category of product such as golf and skateboarding. In addition, Nike’s posts highlight quality over quantity. Their posts focus on international sports events. Meanwhile, Nike launched a famous campaign called Breaking2 on Twitter, which was successful. 

Now, Nike is facing a great challenge in engaging more customers. Therefore, it takes some action to build connections with customers. For example, they offer emotional support to customers by creating crafted ads by telling stories. In addition, it creates punchy and short posts on social media for involving more internet users. 

Nike offers strong customer support on social media for responding to customers, which can quickly deal with issues customers. For example, Nike establishes a Twitter account called Team Nike, which can offer help every day in seven languages. 

If I were the brand manager, I would create many online activities to engage more customers. Users of social media who share images and videos can receive coupons and gifts. Meanwhile, I would build an online community for promoting products directly. 

From this assignment, I learned that social media is a very useful marketing strategy for promoting products and building brand identification. The company should use it well for building connections with customers.