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Optimizing Social Media for Marketing and Customer Relationship Management: A Case Study of Nike
- 1 Dapartment of Communication, University of Utah, Salt Lake City, The United States, 84112
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Abstract
Social media has become a core tool for brand marketing and customer relationship management in the digital age. It has changed how brands interact with their audience, providing opportunities for direct interaction and real-time feedback. This study explores the specific roles of social media platforms in enhancing brand-customer interaction, content innovation, and data analysis. It analyzes how optimizing social media strategies can increase customer engagement and loyalty. By analyzing customer interaction data, brands can better understand customer behavior and preferences to customize personalized and relevant content, enhancing customer engagement and loyalty. Brands also need to prioritize privacy and security to ensure transparency in data collection and usage and strict compliance with regulations. Combining content innovation with real-time interaction enhances customer satisfaction and brand image. The case study of Nike’s social media strategy demonstrates successful practices in utilizing interactivity, content innovation, and data analysis, providing valuable management insights to help brands maintain competitive advantages and achieve sustainable development in a fiercely competitive market.
Keywords
Social Media Marketing, Customer Engagement, Content Innovation, Data Analytics
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Cite this article
Chai,G. (2024). Optimizing Social Media for Marketing and Customer Relationship Management: A Case Study of Nike. Advances in Economics, Management and Political Sciences,110,167-171.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of ICEMGD 2024 Workshop: Decoupling Corporate Finance Implications of Firm Climate Action
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