Nike find a good use for Twitter…. then stop?

There has been talk lately of the lack of global brands using social media’s latest phenomenon, Twitter, to engage with their customers and potential customers.

However, Nike, pretty big global brand I’m sure you’ll agree, were actually one of the better brands using Twitter (in the middle of last year anyway, seem to have gone quiet in recent months) in my honest opinion.

http://twitter.com/nikeplus

It was a pretty interesting take with a lot of potential I thought when I first came across it in early May 2008. Rather than push the products, they made tentative steps to try and encourage participants in a major sport their products are used in, running. This sort of thing would tie in quite well with Nike’s websites, which offer training techniques etc (at least the American Football section of their North American site does http://tinyurl.com/bdfc3m).

Sadly though, it seems like they have given up on engaging through Twitter before it had REALLY taken off this year. Shame really as there is great potential to add value to the brand by engaging with customers about the sports the products are used for. After all, people have to be playing football to need football boots, the more participants the bigger the potential market! Positively interacting with this market would (rather obviously) seem like a good way to garner brand loyalty.

Seems like a missed opportunity to me.

Twitter – Changing Social Media

The social communication website Twitter, designed to allow people to communicate and stay connected with friends, colleagues, family and increasingly, celebrities and brands, has been gathering steam lately. Chances are you will have heard of it in one of the growing number of press stories relating to the website of late, the most notable of which detailed how victims of the Mumbai terrorist attacks kept “followers” (people who you are connected with on Twitter) up to date on their situation as the attacks took place.

The service is a phenomenon of sorts, rapidly revolutionising online interaction by allowing users to provide practically real time updates on their situation or what they are doing via 140 character “micro blog” posts which can also be submitted and received via mobile phone, effectively meaning you can “tweet” (the term used to describe creating a post) wherever and whenever you want!

The service has begun to be adopted by both celebrities and major corporate brands, as well as businesses of all sizes, as a means of improving interaction and engagement with their clients, customers and fans. Notable celebrities include Jonathan Ross of movie review and BBC radio scandal fame, who maintains a regular stream of updates and is continually haranguing his celebrity friends into joining him on Twitter. Andy Murray, world no. 4 ranked tennis player, also keeps fans up-to-date on his comings and goings. 

Global sports brand Nike have also recognised the opportunities this site presents and maintain a Twitter account for their “Nike Plus” range of running products. The account allows them to keep on top of customer opinion  of their brand as well as promote their products and events directly to people who have displayed a clear interest by following their updates.

Effectively, Twitter is allowing brands like Nike to run focus groups at no cost, garnering opinion on products and possible improvements that customers would like to see. It also allows companies to monitor public opinion and respond to any issues clients, customers and the public in general, may have with them before they become a significant problem.

Of course, this is all well and good for celebrities and global companies, but how can you put the growing power of Twitter to work for you? Well, one of the best things about twitter for businesses of all sizes is that it is very easy to find people interested in your particular niche, be it website design, property rental, yacht charter or anything in between. Simply search twitter for the terms you feel relate to your business and then search through the results for people who might be interested in your product or service. From there you can message to these people either publicly or privately to determine their interest.

So maybe next time your stuck on a train or taxi, or patiently waiting for your plane with nothing to do, why not do a little more to benefit the online presence of your business and generate some good leads at the same time by having a “tweet” on Twitter.

If you would like help on furthering the online presence of your business or perhaps improving your existing website, why not give us a call on 01786 498 079 or drop us and email and we’ll get in touch with you.