Shannon Ridge Section 0301 MARKETING EXERCISE FOR CHAPTER 18 Due Mon Dec 9 2013 Corporate Social Networking Analysis Select one company or organization of interest to you that engages in corporate social networking and answer the following questions 1 What social media web sites does the company organization utilize Facebook Twitter LinkedIn YouTube Yelp Instagram 2 Who is the company s target market s Does the company do a good job of targeting these individuals through its social networking sites Why or why not Under Armour s target market is mainly athletic males and females Under Armour does a good job targeting these individuals because there are pictures of athletes and in shape people all over its social media sites which attract consumers who love sports and working out Under Amour also tweets about certain events where professional athletes are doing signings which is also interesting to its target market 3 Compare the company s social networking sites with its official web site How does the content and language differ between the two The language is much less formal and more conversational on its social networking sites compared to the company s website On Under Armour s Facebook page there are a lot of short posts about football or shared links to cool interesting stories Potential customers can relate to the company more on its social media sites since they do not have to read many words and can watch videos There is much more content on the company s website compared to its Twitter account which has brief blurbs paired with a link to an article or another page On the company s website it gives detailed descriptions of how Under Armour was started the quality of the products bio s on the executive team international information and many other things On the Facebook page there is a brief description of the company s mission and company overview but then says to learn more by going to www ua com 4 Consider the Social Media Objectives listed in Chapter 18 in section 18 2b on page 313 Then identify what you assess are the company s primary social media objectives based on actual communications on its social networking sites Be sure to provide examples to support your analysis I think Under Armour s primary social media objectives are to build relationships and awareness promote products and services and manage their reputation Under Armour builds relationships and awareness by having open dialogues with customers and giving them compelling content across a variety of media For example there are videos of Tom Brady and Cam Newton and pictures of college football uniforms Under Armour also engages in conversations and answers customers questions For example on the Facebook page Under Armour announced that it would be opening a store in Limerick on November 21 2013 and someone commented on that post saying You need to open one in Delaware That d make me a very happy girl and Under Armour responded by saying We do have a location in Rehoboth Beach However we d be happy to pass the feedback along to our teammates to see if we can open more locations in the future Thanks Also a man posted a picture of an Under Armour shoe and asked what shoe is this and when is it available Under Armour responded within an hour saying That is our Men s UA Ridge Scan Off Road Trail Shoe Please private message us your size and we d be happy to see what we have left available Under Armour promotes its products and services by getting its customers to talk about its products by posting videos pictures and articles of professional athletes wearing Under Armour products For example Under Armour posted a picture congratulating Tom Boyd an Australian football player wearing an Under Armour shirt Under Armour also posted a picture of new gear saying they could get free shipping at a certain date and time Another important objective to Under Armour is to manage their reputation Under Armour works to develop and improve the brand s reputation on social media by responding to comments and criticism For example a customer commented 2 suggestions there are a lot of athletic women that need longer than 32 inseam so 34 would be awesome Also why don t you carry a women s cold gear hat with a ponytail hole and Under Armour responded to this comment by saying We are constantly building out our product offerings to fit EVERY athlete Also we love the hat idea We ll go ahead and make sure these suggestions are passed along to our design team 5 What do you recommend that the company do to stay on top of current social media trends Under Armour is really trying to break into the athletic footwear arena and they have had a difficult time Therefore I recommend that Under Armour really pays close attention to any negative comments on any form of social media They need to monitor these posts so they can respond in a way to curb the negative comment so consumers don t have a bad stereotype of Under Armour sneakers I also recommend that Under Armour continues to respond to customer questions and comments in a timely manner to build the customer relationship and loyalty even more
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