Social Media Analysis- Umbro
Social Media Analysis- Umbro
I decided to conduct a social media analysis on Umbro, as social media is one of the biggest factors in the success of a company, in terms of marketing, promotion, and sales.
From the survey, the most popular social media site was instagram, so I decided to review their instagram first.
Follower Count (as of 21/01/19): 320,000
Posts: 1,930
Average engagement:
I worked this out by taking the total likes for the post (14/01/19), and adding this to the total comments.
7,831+602=8,433
I then took the total and divided that by the total followers and divided that number by 100.
8,433/(318x100)=2.65
The average engagement for a successful instagram post is 5%, so considering Umbro's is half of the average, this shows that their social media is lacking interest.
As a comparison, I decided to do the same for one of Nikes, posts, as they are one of the main competitors of Umbro.
Nike instagram followers (as of 14/01/19): 83.8 million
Posts: 713
Average engagement (as of 14/12/18):
400,744+3,125=403,869
403,869/(83.8millionx100)=4.82%
As you can see, Nikes average engagement is 4.82, which is much closer to the 5% average. This proves that in terms of social media presence on Instagram, Umbro's competitors are ahead of the game.
Umbro are active on Twitter, but for the wrong reasons, as all they do is tweet "Happy Birthday" messages to footballers and retweet whenever they are mentioned in a tweet made by another account. They are not posting anything promotional or making an effort to do so.
The only element of promotion is their banner, which is an advert for their most recent style of football boot, however, people would physically have to go onto their page to see this, and even then, the banner is not the first thing people look at when going onto a twitter profile.
In comparison to Nike, who for starters have a campaign of theirs as their pinned tweet. However, they do not tweet very often, so their presence on twitter is very low. This isn't a major deal though, as many people get more interest and get influenced more through instagram.
Umbro have the biggest following on facebook, of 519,000 likes and page follows, meaning that they have chosen to be more active on this platform, however, because facebook isn't used as frequently in the modern era, this will result in a decline of the amount of people that the posts reach.
You can instantly see that the Nike facebook page is more aesthetically pleasing, and because of this people will choose to look at it. However, Nike aren't active on social media as much as Umbro, but their page will still pop up on peoples feeds because Nike is searched on the internet more than Umbro, and due to personalised advertising, they don't need to be posting frequently.
Overall
Overall, Umbro are extremely active on all social media platforms, but more so on Facebook. But because Instagram is the most used social media site in the modern day, this is the wrong move, as it will result in people not searching for them on Instagram, and when they do, they will see that they put more effort into their Facebook than they do Instagram.
Nike is not active on social media much, but because they know they are such a well known brand, they don't need to be. Now they just rely on word of mouth to promote their products, however, they started out being heavily active on the right social media, and this is the analysis Umbro should make so they can re-innovate their brand and raise awareness of it.
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