There are far too many brands using social media to push their products rather than harnessing this conversational medium, adding to the user experience and showcasing their knowledge e.g. Nike offering hourly advice on nutrition when training for a long distance run through Twitter. This could extend to a full hourly training schedule for the user, bolstered with the inclusion of followers tweeting with their recommendations. A community that offers real value, is essential to the individual in training and the opportunity for Nike to promote products in a less cynical environment e.g. Today’s weather in London is wet check out Nike’s microfibre running suite to keep dry

Nike’s knowledge of athletics is undisputed, so maybe this isn’t a great example, but this social media strategy identifies the brand as having an unrivalled knowledge of long distance running and therefore becoming a credible choice when the user is deciding to invest in a new pair of running shoes.

Maybe a better example would be for a high ticket item, something like a Bianchi road bike, which priced at £700+ is a much more consider purchase. By offering advice on training and bike maintenance the customer’s confidence in the brand is increased, as Bianchi demonstrate their wealth of knowledge. Creating a relationship and dialogue with potential and existing customers, as mentioned earlier, also offers the opportunity to up sell, as the user becomes more dependent on the brand to achieve their goal e.g. the Bianchi medium distance training schedule offers kit for the maintenance of bikes that are regularly being put through their paces at these distances.

And obviously this strategy offers brand loyalty, as the user feels that they have been well looked after and have become dependent on the brands social media offering to complete the task that they have bought the product to achieve.