EASTON ROLE ON SOCIAL MEDIA
Social Media. For many, social media has become the new norm in communication amongst peers and businesses across the globe. It has allowed us to feel connected in ways humans have never been able to. Giving a platform to individuals to showcase their personality to millions and create change in any niche. So, what could this possibly mean for businesses? It means their digital marketing campaigns must carry the load and influence its consumers if that brand wants to strive in this new digital age.
For this post I will be exploring ways Easton, a world leading manufacturer of baseball and softball equipment and most iconic brand in these sports, conducts its social media accounts to influence their target audience. As a former players myself I understand the importance of acknowledging the different levels of competition and players of each level. Easton has created Facebook accounts for each of the levels of competition in both sports. Easton can be seen on Facebook under six different usernames, each posting specifics about equipment and tips their target audience would find interesting. However, Easton only has three Instagram accounts for only three different levels of competition. Their instagram accounts are far more active then any of their Facebook accounts. Why could this be?
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Its possible to suggest that millenials are more likely to be active on a platform that provides images and videos as it main way of communicating, or is it possible Easton has too many accounts. This has become a theme that many business and organization have fallen victim to. When is it appropriate to have so many sub accounts for different categories of your business? Does it suit your brand well or create confusion amongst the audience?
After spending some months looking into these sub accounts for Easton on Facebook, Twitter, and Instagram, is safe to say they each can be counted a positive or negative. Let’s begin by looking at the negatives. Similar to their Facebook, Easton Twitter has many sub accounts for each level of competition within the sport of baseball and softball. Each account has a fairly large amount of followers and tweets. The disconnect from active followers is quite transparent. You can quickly locate the inconsistency in engagements within these sub accounts. Easton fastpitch account sees a higher volume of retweets and comments as opposed to slow-pitch. It may not seem important from just a blank look but diving in deeper to how this lack of engagement can impact Easton’s brand can be pivotal to their success. Considering that Easton has hired someone within the organization to run these sub accounts and contribute to their tweets may be costly to brand. If the account isn’t producing engaging post it can translate to users finding their equipment non beneficial. Leading to them not wanting to purchase these items. It would make more sense to just have one based profile that would post information on all matters related to the brand and other levels of competition. It makes room to better analyze the entire target audience as a whole and exact numbers in regards to following.
Lets now discuss the positives and true reason companies like Easton are merging into the digital era with sub categories. The key to my understanding of Easton’s reason behind these multi sub accounts is so it can better reach their target market. Understanding that the scope on Easton’s baseball and softball equipment has to accommodate so many different kinds of players from a sorts of levels of competition is important. Easton sees value in having a following for a certain type of players. This allows them to create post that specifically catch the eye of the particular target audience. It insures these post are not being seen by users who have no interest in that product and opens the door for precise analyzing. If a post is reaching 1,000 impressions from users who have a strong desire in what’s being displayed then it will be more likely that those impressions turn into unique visitors. If it doesn’t that Easton can analyze that and try to adjust it more accordingly.
This unique way to approaching how companies can benefit from utilizing sub accounts on social media is innovative. It creates a firm community within the brand and its different categories of products and services. Allowing companies to better track impressions from users within these communities. In long term, it creates opportunity to see uprising trends in different categories and decreasing ones as well. Social media is our new form of marketing. It is up to us find the best methods to reach our target audience and increase our brands presence in a positive way.
