Social Media Connections

There’s a hidden world to analytics, and that’s SEO.

For most, SEO will probably mean nothing, just some random buzzword for stirring up business meetings. However, it is actually crucial to how sites maintain relevance online.

SEO, or search engine optimization, is why when you search for jeans on Google, Levi’s and American Eagle pop up first. It's the process of curating information so that when search engines scan your site, there are keywords, links, and other data that match what users are searching for.

For most social media managers, however, SEO isn’t crucial, as 99% of the work is creating content that resonates with your viewers, but that doesn’t mean it is useless, either. By using sites like Moz’s Link Researcher, social media managers can get a better understanding of who is linking to individual pages and the influence that they have.

Let’s take a look at Nike and how its connections can be used to help it grow and find new partnerships.

Nike’s Connections

For this, we will be looking specifically at Nike’s Instagram account to see the types of sites that send users straight to this page.

Putting the link into Moz’s site shows us some initial information, like the page and domain authority, linking domains, and inbound links.

Page and domain authority is essentially a ranking of your likelihood for this page to be displayed above competitors on search engines.

We will primarily be looking at the inbound links, which are unique pages driving toward our Instagram page.

By clicking this tab, we’re given a world of different pages all referencing Nike’s Instagram, with most being different articles and news stories, along with some links from Nike’s site as well.

So far, these results look great, with most being praise for the Nike brand and social pages and stories about athletes and celebrities that use the brand.

One such is a Hubspot blog post discussing Nike’s use of reels on Instagram, which is used primarily to feature prominent athletes who use Nike products.

Another article from the Social Media Examiner discusses how Nike’s posts are able to effectively target their audience, garnering millions of views and likes on each post.

This kind of data is excellent, as it shows exactly how the brand is performing in the eyes of our audience and professionals, and we can further use this to make future business decisions as well.

Links from an article discussing a sponsorship with Cristiano Ronaldo and Nike reveal how successful that deal was, with over 5,000,000 likes on the post and users responding to Ronaldo by attempting to beat his record set in the video.

At the same time, an article from Who.com discusses the best streetwear brands in Australia, listing Nike as #2.

Both show fantastic potential for reaching a broad audience, whether through a new partnership with Cristiano Ronaldo or by creating new streetwear-type shoes for the Australian market.

We could even branch out more by looking into partnerships with other famous soccer players or even trying to gain that same traction in different sports as well (which is a direction Nike’s been exploring for a while now).

All of these show amazing potential for the brand, and Nike has been one of the best at capitalizing on opportunities when they come up, which is why their online presence has excelled beyond most other brands.

It all starts with knowing what the world is talking about and discovering the opportunities waiting to be found.