Class 2 - case studies

In our last class we had to do some case studies. The group that I was in had the task to examine the Social Media Campaign of Patagonia.
The first question was to figure out what are the major Social Media mediums/tools  used by Patagonia.
At the moment they are using their own website(of course!), Twitter, Facebook, YouTube and their own blog called thecleanestline.com.
They have about 160.000 "likes" on their main facebook page, but "only" about 2.800 people are "talking about this". So it is good to have a high number of like because all the friends of somebody who "likes" Patagonia can also see this and with this the brand Patagonia is aware to a much higher number of people in facebook than their 160.000 likes. But as the number of talking about this is 2800, this number shows how many people are actually interacting with Patagonia and not only like them.

Next to this we were asked about their strongest and their weakest social media / online presence.
In our opinion Facebook is their weakest one at the moment because they get some posts on their facebook page but they do not respond to their potential customers via facebook. That could be a reason for that customers will not check ou the facebook page any more in the future - maybe they should hire somebody who is resposible for their facebook page and responds to posts on the Patagonia facebook page. As their strongest we chose their website because of a very unique and interactive tool called "Footprint chronicles". With this tool you can see the production from the raw material to the final distribution (because Patagonia wants to prove their very "green attitude and that it is not using any material that can be harmful for the environment).

In conclusion we can say Patagonia does a very good job regarding their online presence and can be seen as some kind of role model for other companies in terms of their Social Media campaign.