One of the best examples of community building and brand advocacy is found at global footwear, apparel and equipment powerhouse Nike. Many brands have tried, but only Nike is winning the race in social media thanks to its popular Nike+ platform. There is a major social component in playing sports and social media is a natural fit for Nike’s communications engine. At the centre of the Nike+ platform is a technology that tracks data of every run someone takes and connects that person with runners from around the world. There are over 6 million members participating on the Nike+ platform today and the #nikeplus hashtag is found on all major social networks.
The Nike+ platform has evolved into the brand message, expressing physical activity, personal goal setting, and competitiveness. Users can share successes on Twitter and Facebook, including their running routes in real-time with friends using a third party API from mobile-only social networking company Path. Continue reading