First off, let me preface this piece with the simple fact that I follow a lot of brands via Social Media. All types of brands in all types of industries. Secondly, there are a lot of brands doing a lot of amazing things.
One stands out above all the rest right now: Nike.
Nike has continually blown my mind with the quality of content being created. They are truly a leader in this category (among many others). What's even more impressive has to be the shear number of communities they manage for each individual sport. One community and one sport in particular has caught my attention lately. Nike Running on Instagram. They are just doing all the right things.
Let me break it down for you:
1. Picture/Video Quality and What That Means
Each and every single picture and video posted to their page has been carefully captured, reviewed and curated to ensure brand consistency and quality. Of course you would expect them to be quality pictures, but each one has the same visual tones and each one has the same effect (for me at least): Motivation and Inspiration. I want to get up and run. Sure, I would run more if I had those views, but it's more than that. Their pictures evokes camaraderie. Each one evokes the feeling of community. That's huge.
2. Incorporation of Nike+
All segments of Nike Social Media do a fantastic job of incorporating Nike+. In specific, Nike Running has a very a subtle overlay of the Nike Fuel total, Distance and Lap/Mile Time. It's just another touch point for consumers to see Nike's own network. Personally, this drives me to push myself in my runs. Nike Fuel is truly a gamification of fitness and it works. Incorporating it into Instagram is just smart.
3. Always Driving Consumers to Their Store
With each picture and video posted to the Nike Running Instagram account, the caption reads something to this extent: "Check out the link in our bio". I think this is brilliant as Nike Running is consistently changing this link to coincide with their latest post. Nike has the opportunity to drive consumers directly to the products they want to highlight at any given time. It's instant gratification for the consumer. The consumer can see the post on Instagram and has the ability to immediately find more information.
Keep being awesome, Nike. Can't wait to see what comes next.