Online Social Media Strategy

This document provides a comprehensive guide on developing an effective online social media strategy for Nike. It includes a communication strategy, channel choice, content plan, monitoring plan, and risk management. The objective is to enhance brand awareness and engage with target audiences.

Online Social Media Strategy
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Table of Contents
Executive Summary.....................................................................................................................................2
Background.................................................................................................................................................2
Communication Strategy.............................................................................................................................2
Objectives, target audiences and key message with the communication strategy........................................3
Level of engagement...................................................................................................................................3
Audit of competition....................................................................................................................................4
Online Strategic Approach..........................................................................................................................4
Channel choice and justification..............................................................................................................4
Strategy for each social media channel....................................................................................................5
Content and promotional plan..................................................................................................................5
Experience...............................................................................................................................................5
Monitoring Plan and moderation procedure................................................................................................5
Risk management plan................................................................................................................................6
Exit strategy.................................................................................................................................................6
ROI (outcomes)...........................................................................................................................................7
Promotion, evaluation, and reporting...........................................................................................................7
Timeline of Social media tactics..................................................................................................................8
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9
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Executive Summary
Nike is one of the biggest multinational companies in the world that provide sports shows and
other retail sector products to its customers. They eventually maintain the social media strategy
along with the physical marketing strategy for developing the value of the firm. The entire
activity of the firm is to develop an effective strategy that allows the business to enhance their
value and their market condition within the field. Nike also needs to educate their staff members
in the most suitable way for understanding the valuable activity of the firm and dealing with the
online strategy.
Background
Nike is the multinational corporation of America that is eventually engaged within the design
than the development than the manufacturing across the worldwide marketing process within the
field. The organisation was founded in the year 1964, and they serve the area worldwide. The
revenue of the firm is about 36.39 billion, and the operating income of the business is around
4.44 billion dollars (Nike News, 2019). The organisation has more than 73000 employees all
over the world. The company currently have their suitable website which helps the people to get
aware of the numerous fresh arrival products and the limited edition of the products.
Communication Strategy
The communication strategy of Nike is quite effective for the customers and the brand to
enhance its product value within the field. The organisation primarily follows the "on-site
advertisement" where they use the official website of the firm for providing effective view
regarding the development process of the business (Ashley, and Tuten, 2015). They even
communicate with their social media marketing, and they have their social networking service
that is known as Nike. They even maintain their activity by building customer loyalty with the
heroism that is with the Hero paradigm formed by the firm. The organisation even uses the
normal hero story as its brand advertising strategy for communicating with the customers and
proving the valuable working function. They also have a huge facility within the direct
marketing process where the firm sells its product directly to the customers. The communication
strategy effectively helps the firm to maintain its position within the market and develop the
most effective business process.
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Objectives, target audiences and key message with the communication strategy
SMART Objective:
Specific: The organisation has focused on the various social media channels like Twitter,
Facebook, LinkedIn, YouTube and Instagram.
Measurable: To get the most number of likes and comment and even share of the post and the
video to spread the brand awareness.
Achievable: To effectively use the data and the trend as well as the behaviour pattern of the
customers to get engage within the activity of the firm.
Realistic: The online marketing strategy would express the most consumer loyalty especially of
the teenagers and the millennial.
Timeframe: The strategy is being formed for the next 6 month of the firm to enhance its value.
Objectives
 To effectively communicate with the customers
 To enhance the brand awareness and brand recognition among the customers
 To attract the millennial for the development of the brand within the market
 To develop the value of the firm effectively within the market
 To attract the curiosity of the customers
 To effectively promote the healthy lifestyle of the customers
Target Audiences
The target audiences for Nike are the people within the age limit of 15-40 years of age. The
company equally target both the men and women those who are with the athletes’ quality. They
are also providing an increasing focus on the teens for building the long term customer loyalty
program (Moreno et al., 2015). The organisation maintains its customers by providing suitable
value to the people by maintaining brand loyalty for the products.
A key message with the communication strategy
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 "Count your move."
 "Just do it."
 "Simplify and go."
 "Do the right thing."
Level of engagement
Nike effectively engaged with the marketing activities and the business process within the
market for developing the value of the firm. Both the organisation and the audiences are highly
connected, and that can be understood from the social media activity of Nike and even for their
marketing campaign (Kumar et al., 2016). The entire working function of the firm deals with the
business process and the valuable activity for dealing with the situation and for maintaining
customer loyalty towards the brand. It is the fact that the organisation maintains its customers
and the communication process effectively with the help of loyal customers and the social media
communication program. The organisation has an effective strategy regarding the direct
consumer offence for the suitable engagement of the consumers in the business process.
Audit of competition
Nike has a huge competition level within the market where the primary competitors of the firm
are Puma, Adidas, Hanes Brands Inc., and Reebok International.
Elements Nike Puma Adidas Reebok
International
Hanes
Brands Inc.
Founded in Founded in
1972
Founded in
1948
Founded in
1920
Founded in
1895
Founded in
1901
Valuation 138 b 6.8 b 12.4 b - 6.7 b
Twitter
followers
7.4 m 1.6 m 3.4 m 746.5 k 765
Average
like per
tweet
2.3 k 430.1 407 31.9 3.1
Revenue $36.4b €4.1b €21.2b €1.8b $6.8b
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Online Strategic Approach
Channel choice and justification
The suitable channel that could be used for the online strategy of the firm is the social media of
LinkedIn as this would help the organisation to enhance its brand value in the market. The use of
LinkedIn allows the organisation to maintain its online strategy and its business value within the
market (Kilgour, Sasser, and Larke, 2015). The entire activity of the firm deals with the situation
for providing their suitable working function within the market. Nike with the help of the social
media channel effectively enhanced their value and communicated with the teenagers for the
betterment of the firm.
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Strategy for each social media channel
Social media strategy can be developed by Nike by conducting research on their customers i.e.
what they like and what they are looking more in Nike i.e. their expectations from Nike. The
establishment of the most important matrix of the firm is another effective online media strategy
that would help the firm to develop its market (Godey et al., 2016). It is also essential for the
firm to analyse their competitors within the market for developing its value and the business
process. It is also essential for the firm to create as well as curate the engaging the social content
of the firm. With the help of the online strategy, the organisation can develop their view within
the field.
Content and promotional plan
The content of the social media for the marketing development of Nike is regarding the business
activity and the product development of the firm. The advertisements show the various new
arrival sports shoes and other products which is one of the best ways to attract customers
(Kiráľová, and Pavlíčeka, 2015). The organisation also provides the video of its shoes and other
projects with a suitable advertisement process that allows the firm to develop its business value
within the market. The promotional plan of the firm is by introducing young athletes with the
sports shoe video to attract teenage people.
Experience
It is highly essential for the firm to maintain its experience within the field for the development
of the firm and the business process. Experience allows the business to maintain their activities
and their customer loyalty program effectively within the market (Donelan, 2016). For the
business like Nike the experience help them to maintain their status and their value within the
market with the help of suitable online strategy. The experience helps the firm to develop their
market value and their customer loyalty program within the market. The entire process is to
develop the value of the firm and the business activity within the field.
Monitoring Plan and moderation procedure
The monitoring plan for the social media channel is to maintain the entire plan and the activity
most effectively and suitably. In the planning process, the entire activity of the firm is to analyse
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the views and the likes and even the comments that the advertisement process of the firm
received within the social media channel (Dolan et al., 2016). Another most effective way for
monitoring the process is to analyse the situation in an effective way and also have a view over
the number of shared that took place within the social media channel. For the social media
channel, it can be seen that the entire activity of the firm is associated with the likes and
comment process that help the business to enhance their business activity and the value of the
firm (Ngai et al., 2015). The organisation also needs to play the system control team that would
effectively manage the video and the likes and the comment section for maintaining the situation
most suitably and effectively.
Risk management plan
The suitable and effective risk management plan that could be utilised within the organisation is
as follows;
 Developing the policy as well as distribute the entire policy within the right people to
maintain the social media strategy within the firm.
 Communicate effectively with each of the team members within the social media strategy
plan (Barger, Peltier, and Schultz, 2016).
 It is essential to form the audit of the entire social media accounts of the company to
eventually identify their past as well as the present access credentials.
 It is also essential to have a suitable outline regarding the audit process within the firm
for dealing with social media activities (Castelló, Etter, and Årup Nielsen, 2016).
 Developing the internal rule for the firm is also essential for maintaining the value of the
firm.
 For the organisation, it is also essential to educate each of the team members should have
suitable and effective knowledge regarding the use of social media and their process
within the marketing field.
Exit strategy
The exit strategy for the social media channel is to lower the upload option for the video and all
other activities that could have taken in the world. It is effectively essential for the firm to
maintain their physical and website advertisement process valuable within the market as this will
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also help them to attract the customers (Schivinski, and Dabrowski, 2016). Another exit strategy
that could be developed by the firm is to use the various channel for online making plan of the
firm.
ROI (outcomes)
The ROI associated with the social media strategy is the cost per lead that is the social media
channel is collecting the lead for the sales team and for that whoever view or like or comment on
the advertisement link provide the suitable, cost-effective view for the firm (Khatri et al., 2015).
Then the cost per acquisition is also effective for the firm to use their information and data of the
social media strategy. The average order value is also effective part for understanding the ROI of
the business as in this process the number of orders received by the firm and the number of the
delivery process is effectively analysed within the field (Zheng et al., 2015). Then the conversion
rate by the help of the social media channels is also highly effective for the firm to maintain their
ROI within the business process.
Promotion, evaluation, and reporting
The promotion, evaluation and the reporting of the firm effectively show that the business
process needs to develop their value and their working function within the market. In every
aspect, it can effectively understand that the promotional activity of the firm is discussed with the
help of suitable advertisement process within the field (Allagui, and Breslow, 2016). It can be
seen that the use of promotional activity like the campaign with the celebrity or the kids help the
firm to grab the attention of the customers.
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Timeline of Social media tactics
Main Activities/ Stages
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Planning for social media strategy 
Analysis of the target audiences 
Formation of effective knowledge on
the field

Preparation of suitable advertisement
video for social media

Editing and uploading of the video
on social media

Monitor the entire activity of social
media

Collection of the review of the
customers

Conclusion
The paper eventually concludes the fact that the social media strategy utilised by the firm Nike is
highly effective for developing their value within the field. The paper also concludes that the
entire activity of the firm needs to be analysed properly for developing their value and their
business process within the market. The paper also concludes that the entire process of the firm
needs to be effectively maintained to deal with the situation and provide the most suitable
communication strategy.
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References
Allagui, I. and Breslow, H., 2016. Social media for public relations: Lessons from four effective
cases. Public Relations Review, 42(1), pp.20-30.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Barger, V., Peltier, J.W. and Schultz, D.E., 2016. Social media and consumer engagement: a
review and research agenda. Journal of Research in Interactive Marketing, 10(4), pp.268-287.
Castelló, I., Etter, M. and Årup Nielsen, F., 2016. Strategies of legitimacy through social media:
The networked strategy. Journal of Management Studies, 53(3), pp.402-432.
Dolan, R., Conduit, J., Fahy, J. and Goodman, S., 2016. Social media engagement behaviour: a
uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), pp.261-277.
Donelan, H., 2016. Social media for professional development and networking opportunities in
academia. Journal of Further and Higher Education, 40(5), pp.706-729.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Khatri, C., Chapman, S.J., Glasbey, J., Kelly, M., Nepogodiev, D., Bhangu, A., Fitzgerald, J.E.
and Strasburg Committee, 2015. Social media and internet driven study recruitment: evaluating a
new model for promoting collaborator engagement and participation. PloS one, 10(3),
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Kilgour, M., Sasser, S.L. and Larke, R., 2015. The social media transformation process: curating
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Kiráľová, A. and Pavlíčeka, A., 2015. Development of social media strategies in a tourism
destination.Procedia-Social and Behavioral Sciences, 175, pp.358-366.
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Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to
sale: The effects of firm-generated content in social media on customer behavior. Journal of
Marketing, 80(1), pp.7-25.
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Ngai, E.W., Moon, K.L.K., Lam, S.S., Chin, E.S. and Tao, S.S., 2015. Social media models,
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innovation, sustainability, community impact and more. [online] Available at:
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Zheng, X., Cheung, C.M., Lee, M.K. and Liang, L., 2015.Building brand loyalty through user
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