Assignment: (minimum 1 page work) double space

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Portfolio Project (Part-1)

Self-Audit / Social Listening

I have decided to compare and contrast the social media strategies of Nike, Puma, and Adidas. Their social media presence on Facebook, Twitter, and Instagram was analyzed. Regarding social media marketing, Nike is nailing it (Niskanen, 2019). All three of their channels are regularly updated with new, exciting material. They have a large following on social media, with many people commenting and sharing their tweets and Facebook updates. They also maintain a sizable following on the photo-sharing app Instagram, where their stunning visual content has gone viral (Myers, 2021).

The social media efforts of Adidas are commendable as well. All three of their channels are regularly updated with new, exciting material (Fontaine, 2020). Although they have a Twitter account, their tweets lack the impact of Nike's. There seems to be less interaction with their tweets; however, their Instagram and Facebook postings consistently get many likes and comments. If anything, Puma could go even better on social media. They participate in all three, although their material could be more interesting than Nike or Adidas. Unfortunately, only some people respond to their tweets or like their Facebook postings. Nevertheless, they're prevalent on Instagram, where their stunning visual content generates a lot of attention (Myers, 2021).

Audit Your Competition

For the audit of Nike's rivals, I decided to focus on Adidas and Puma's social media channels (Myers, 2021). I checked how often and for how long they used Facebook, Instagram, and Twitter. In comparison to Puma, Adidas is performing a great job. They have more followers across the board, and their posts consistently get more likes and shares. Every time they publish anything on Facebook or Twitter, it quickly becomes viral and is discussed at length by their followers. They also maintain a sizable fan base on the photo-sharing app Instagram, where their stunning visual content is often praised (Niskanen, 2019).

In terms of social media, Puma is rocking it; however, they can do much more. They use all three, although their material could be more interesting than Nike or Adidas. Unfortunately, there is little engagement with their social media postings; their tweets seldom get favorites, and their Facebook updates rarely go viral. But they're pretty popular on Instagram, where their stunning visual content generates a lot of attention (Niskanen, 2019).

Target Market Analysis

Based on the findings of the audits, athletes are Nike's primary target market. Their material makes it very clear by always showing athletes using their wares. They likewise aim at the 18–24 demographic with their upbeat, youthful tone and subject matter. Adidas primarily markets to athletes as well (Fontaine, 2020). Their material makes it very clear by always showing sportspeople using their wares. They mainly aim at the youth demographic since their material tends to be lively and fun (Wright, 2019). Puma likewise focuses primarily on the athletic sector. Their material makes it very clear by always showing athletes using their wares. They also aim at the 18–24 demographic with their upbeat, youthful tone and subject matter. As far as the three businesses' social media strategies go, Nike has my vote as the winner (Niskanen, 2019). They regularly provide interesting material across all three channels. Every time they publish anything on Facebook or Twitter, it quickly becomes viral and is discussed at length by their followers. They additionally maintain a sizable fan base on the photo-sharing app Instagram, where their stunning visual content is often praised (Niskanen, 2019).

References

Fontaine, S. P. (2020). Analyzing the Social Media Presence of Nike, Adidas, and New Balance Using Social Listening. https://scholars.unh.edu/cgi/viewcontent.cgi?article=1529&context=honors

Myers, S. (2021). Instagram Source Effects: The Impact of Familiarity and Likeability on Influencer Outcomes.  Journal of Marketing Development and Competitiveness,  15(3), 50-55. http://digitalcommons.www.na-businesspress.com/JMDC/JMDC15-3/7_MyersFinal.pdf

Niskanen, H. (2019). Sustainability in the sporting goods industry: How Nike, Adidas and Puma have developed company sustainability. https://www.theseus.fi/bitstream/handle/10024/221993/Niskanen_Heidi.pdf?sequence=2

Wright, M. (2019). Strategic audit of Adidas. https://digitalcommons.unl.edu/honorstheses/135/