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New Balance Runs Away From The Pack Using Social Media
By: Kevin Weaver
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So many brands approach social media with good intentions but do not understand how to properly engage customers or generate interest. That being said, it doesn't help that social media is a rather fickle and mysterious medium to use to communicate with your customers. There is no definitive answer to what works and what doesn't. Most approaches to social endeavors are trial-by-fire and learn-as-you-go methods. New Balance, however, is a great example of a brand that understands how to use social media to educate, inform, empower, and interact with its customers. 

A major factor aiding New Balance's social media success is its methodical and strategic approach. By aligning their social strategy with their brand's motto, "Let's Make Excellent Happen," New Balance offers a consistent experience for its followers.

Focusing on one social platform at a time has enabled New Balance to pinpoint which consumers use which social sites and for what purpose. This allows them to deliver more relevant and useful content to the consumers who would find it useful. This idea falls under one of their primary rules for their social content strategy. Other rules are aimed at fostering encouragement, information, inspiration, and tools for success. New Balance celebrates achievement and it does this all the time.  For instance, on January 13 they posted, "Excellent will write its own fairy tale today. Wishing all runners the best of luck in the Walt Disney World® Marathon!" The post was accompanied by a photo of the first place runner crossing the finish line — along with Mickey, Minnie, Goofy, and Donald Duck, of course.

At this point in time, New Balance seems to be one of the leading examples of how brands need to handle social media. By picking a strategy and sticking to it while delivering relevant content and just the right amount of information, New Balance is separating itself from other major footwear providers. Stacey Howe, the head of global digital marketing and brand managements, said it best: "The more aligned brands can be to the behaviors consumers have already adopted, the more likely they’ll be to adopt your experience. And, most importantly, frame your content strategy in terms of their needs, wants, hopes and wishes.”

In my personal opinion, I think that New Balance enjoys so much success using social because they put more emphasis on the consumer than their products. The shoe company has branded itself as a source of encouragement and as a motivator whose products could just so happen to help you achieve your goals.


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About the Author
Kevin Weaver is a marketing professional in Wichita, KS with two years of experience. Past and present work includes email marketing compaigns, client e-store development, social media, and destination marketing.
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