EAPM4000 Assessment 2: Nike's Social Media Communication Analysis

This project focuses on analyzing Nike's social media communication strategies, particularly in the context of intercultural communication. The assignment requires a group presentation plan and an individual video presentation, examining how Nike adapts its marketing and branding to different cultural contexts. The plan addresses the organization's communication strategies, emphasizing the importance of intercultural communication and its alignment with Nike's mission and vision. The analysis covers the use of social media tools, target audience segmentation, and the impact of campaigns on brand awareness and sales. The researcher highlights the need to consider factors like individual personalities, cultural identities, and emotional advertising to attract customers in various regions. The project aims to evaluate the effectiveness of Nike's social media campaigns in achieving its goals and objectives, supported by statistical and graphical representations.

Written plan
As a researcher my task is to collaborate with my team for development of this group
presentation project. The research and analysis in this video presentation will be based on the
two primary questions that have been provided in the assignment requirements.
In this context we need to understand the intercultural communication factors that have been
stressed upon by the organisation. The most important factor that Nike has emphasized upon are
individual personalities, cultural identities and role identities. The diversity strategy of Nike
indicates that emotional advertising as well as branding are the factors attracting target customers
in Asian countries. theat is why Nike needs to incorporate factors like heroism, success,
achievement as well as triumph to appeal to the customer base of this region. Again, the
emotional element of success is the only sensitive element that appeals to the audiences of USA.
In UK, the factors associated with cultural heritage and historical moments of legend need to be
highlighted in the advertisements. Cultural identities of popular sports person have been utilized
for targeting customers pertaining to definitive cultural spectrum. The social media content of
Nike is it specific and only appears to the customers aged between 12 to 56 years of age, who
understand the technicalities and the importance of best in class Sports merchandises. Hence, the
business communication strategies of the chosen organisation would be closely studied in the
light of these above-mentioned intercultural communication tactics of Nike. The researcher has
emphasized on only using social media communication tools that the organisation have been
using on a regular basis. Nevertheless, specific social media tools are popular in specific target
customers section. It has not been possible to cover detailed elements of of social media
communication strategies of Nike that has been implemented over all social media platforms.
The social media communication campaigns of Nike which are mostly relevant to their Vision

and Mission and have created milestones in terms of development of brand awareness for point
of sales for the company will be broadly discussed in this video presentation. The most essential
factor that the researcher needs to keep in mind is that the mission and vision of Nike should be
reflected in the implementation and outcome of the social media campaign strategies. The
researcher needs to make a critical evaluation of weather has been able to fulfill their mission
and vision by means of these social media campaigns. The extent to which the social media
campaigns have been successful in achieving the point of sales of Nike should also be
highlighted with proper statistical and graphical representations.
Last aspect is discussion of all important ways in which Nike uses social media. This
incorporates strategic analysis of all the basic social media promotion tactics. In regard to this
entire discussion and also needs to be specified in it has been selected as the desired organisation
for analysis of social media communication tools. Nike has been selected as the chosen
Organisation on the following basis.
In the first place, it is noteworthy tha a global Organisation was needed to be chosen. In this
context emphasized the most impactful and most brand potential organisation. We selected 2 to 3
organisations and evaluated their social media campaigns in terms of strategic diversities and
their capacity to attract organisations.