Some industry observers see this move as a sign of larger trends. Given the fact that we recently wondered whether social media responsibilities would fall to PR or marketing departments in the future, we think the topic is extremely relevant to all communications professionals.
Nike claims that keeping all social operations in-house will help its team “gain a deeper understanding” of its fans in the interest of boosting brand loyalty. It started the transition in October by hiring Musa Tariq, former social media marketing director for Burberry, to “kick start” its social strategy.
The sneaker king isn’t the only company to take a greater degree of responsibility for its own social media efforts in recent months: Competitor Reebok conducted an internal audit of all its social channels after rejecting contract offers from agencies, and Digiday reports that other big names like Ford and Campbell’s Soup have done the same.
This isn’t to say that Nike will sever ties with all third-party firms.