Social Media Monitoring Project. Part Two

In the part one I introduced how Nike promote their brand by using campaigns, it seems that Nike already got many success from these campaigns they made. In part two, I will use another sports brands Under Armour to compare with Nike, we can look at some data from these different companies in social mention. (March 19)

Nike

Under Armour

In strength rates, although Under Armour's 81 percent is pretty good rate, Nike reaches 100 percent, it is obviously that people are willing to discuss about Nike more than Under Armour in social media. Then we look at the sentiment data, Under Armour is on the top now, 18 to 1, people are almost talking general positive about Under Armour, then we look back at Nike, 6 to 0, which is also good but not as good as Under Armour. And this situation happens again in passion rates. The last one, reach rates, we can find that Nike has 88 percent reach rates, which is more than Under Armour. ( 46%)

In addition, we can look on some data from google trends, I added Adidas in this search, from the trends chart in the past year we can see that Nike is always on the top, and Adidas follows close, but Under Armour is fall behind Nike and Adidas. Overall, Nike is a more large and powerful company than Under Armour in the globe, but it seems at least sometimes, Under Armour earns more positive comments in social media platform than Nike, and people prefer to talk about Under Armour over and over again, that could be a potential threat for Nike.

The trends of three brands in past year

From the social media platform data, we can see that Nike has more followers than Under Armour, but we can find Under Armour did better job to embrace their groundswell. For example, in the facebook, Under Armour has many communities, but I don't know why but I just can not find any communities in Nike's facebook homepage. And in Twitter, Under Armour will like their customer's tweets and interact with their customers, you can see the likes number of Under Armour is far more than Nike's.

Nike

Under Armour

Nike has no communities in Facebook

UA's Facebook communities

UA's 11.1K likes

Nike only has 5K likes

SWOT Analysis

Strength:

Nike's campaign strategies always have clear target audiences, so Nike can set each different main theme in each campaign to attract target audience, which is efficient and useful. And they have huge amount of followers in social media and great basic customer in market, they are easy to get start to change with these background.

Weakness:

• Comparing to Under Armour, Nike has weak communication and interaction with customers, which is obviously not good for building their groundswell. 
• The after-sale service response in Twitter is terrible, it seems like Nike uses auto-response in it and it does not solve any customer's problem. 
• Nike's campaign strategies also have weakness, the clear target audience strategy will make other people who are not the target as outsiders.
  
  
  
  

Opportunities:

Nike's campaign strategies caused many people still are outsiders, if Nike could make a change, to make their strategies more comprehensive, including more audience step by step, and they could also have more interaction with people in social media platform at the same time, by doing these they probably could win more market.

Threats:

Nike seems to be satisfied with current monitoring model and strategies, maybe they are the leader in sports brand area. Nike need to worry about their competitors and change their strategies, if they keeping satisfied with current, ignoring the groundswell, they will not only lose profits and customers, and they will lose chances to be more successful.