There are some compelling reasons
This trend is curious if we analyze its consequences. Although the structure and operation of each organization are different in each case, all end up adapting their external communication to the mainstream networks (Facebook-Twitter-Google +). Thus, a brand with a single product, such as the Reina Sofia Museum, uses the same social media pack as brands more complex in structure, like Microsoft or Adidas.
It’s obvious that the first model, of simple structure brands (one brand – no sub brands – one product or service), can perform a comfortable and effective external communication using mainstream social networks. This is because that social networks reward (or rather, force) the unique identity, either in user profiles or business pages.
However, when we see the complex structure brands (one brand – many sub-brands – many products and services) it’s not difficult to realize that its structure does not correspond to the structure of the network (whatever it is). The consequences can be only negative. Nike’s presence on Facebook is a perfect example of the chaos caused by this mismatch:
- Brand – Nike – an official page
- Sub-brands – Nike Basketball, Nike Women, Nike Running … – over 30 official pages, countless unofficial pages
- Country divisions – Spain Nike Running, Nike Running UK … – over 40 official pages, countless unofficial pages
- Products – Nike Roshe Run, Nike Air Max, Nike Air Force 1 … – over 20 official pages, countless unofficial pages
When a user is thinking of buying a product of the brand, such as the sneakers model Nike Zoom Air, the first thing he will do is find these sneakers on Facebook or Twitter to subscribe to the news of this specific product (not to all Nike Running products). It’s now crucial to provide this information to the user, not only creating the page, but making it easily findable.
That situation is really critical and it seems that many companies have not realized it yet. When a user searches for a product on social networks and don’t find it, this situation creates confusion and bewilderment, while highlights certain lack of interest by the brand itself.
The question that arises is: why the big brands are not up to it yet? And the answer is clear: simply because they can’t. At least not with the social networks we use, based on a single identity/brand. The structure of these networks does not facilitate or simply does not allow the creation of subprofiles, or the management of these subprofiles in a space where the user can access to all the levels of the structure of the brand and decide what specific publications wants in his news feed, without noise, without advertising.
Instead, brands are caught in an unproductive and unattractive social media logic. It is a logic imposed and not questioned by almost anyone. And perhaps it is time to seriously consider whether this is the way to go.