Free Essay Analyzing the Impact of Social Media on PUMA Company

PUMA Schuhfabrik Rudolf Dassler was founded and registered by Rudolf Dassler on October 1, 1948, after Rudolf Dassler and his brother Adolf Dassler who together owned the Dassler Brothers Shoe Factory split and divided the assets (Puma, 2018). The company made a great leap into the football world when it launched the "SUPER ATOM" in 1952 which was boot with screw studs under them and had never been made anywhere else in the world. Later, in 1954, the company also made significant success in athletics when Japanese athlete Heinz Futterer broke a record while running in PUMA shoes. The company continued to register successes, and when they created a logo for the company, it grew to become one of the world's most famous logos. Today it has partnered with many other companies and celebrities such as Usain Bolt and Selena Gomez. Apart from that, the company uses social media platforms including Facebook and Twitter to market its products and connect with its clients as a way of promoting its image and reputation.

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The world today has lots of shoppers glued to their electronic gadgets including tablets, computers and mobile phones. It has made the internet and specifically social media to be critical channels through which companies can promote their products, share and engage with their clients. Through the rule of thirds, companies ought to share balanced message; a third for promoting their products and or services, a third for interaction with other people and finally a third for sharing news and hints that may help a company's followers. PUMA runs a Facebook page, under the name "Puma Group" which has 50,396 likes and 50,750 followers. Among the things, the company uses its social media page for include building its brand as well as creating awareness on its big launches for both its products and campaigns.

Figure 1: PUMA Group's Facebook page

Apart from Facebook, PUMA also uses Twitter; the company's twitter handle is @PUMAGroup. The company has been running the account since 2009. On the site, the company describes itself as "one of the world's leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories" (PUMA SE, 2018). It has 1,588 followers and follows only 141. Among the things the company has shared lately on its Twitter account include its "strong sales and EBIT Growth in the first Quarter." It also promotes its athletic shoes through the company's ambassador, Jamaican athlete Usain Bolt with the caption "our year in 9.58 seconds. We'll stay #ForeverFaster just like @usainbolt." The hashtag is one the ways through which the company engages people through Twitter.

Figure 2: Screenshot of PUMA's Twitter homepage

PUMA's presence on both Facebook and Twitter is a good thing for the company regarding impact on the company's image and reputation. However, considering that PUMA is a big company that has been in existence for so many years, actually since 1948, they ought to have a more substantial online following on both Facebook and Twitter. These are some of the most common social media networking sites and therefore, having a significant presence in the two platforms is paramount. Also, the company seems to be promoting and sharing too much and not doing equally when it comes to engaging other people through both Twitter and Facebook. Therefore, it is essential the company follows the rule of thirds so that they deliver a balanced message on the two social media platforms.

References

Puma. (2018). History. Retrieved from Puma: http://about.puma.com/en/this-is-puma/history

PUMA SE. (2018). PUMA SE. Retrieved from Twitter: https://twitter.com/PUMAGroup