Reebok Edits and Refines Its Social-Media Footprint

It is important to manage different presences on social media.  Reebok built pages on various forms of social media for each campaign, brand and event. Reebok's social-media presence had become unwieldy in recent years. Marketing managers around the world established Facebook pages for seasonal ad campaigns. Twitter accounts popped up for different product lines. And myriad YouTube channels were created to share content. Over the course of two social-media audits, Reebok identified more than 600 social-media accounts.

Reebok has since started to streamline, eliminate and consolidate pages. The results are starting to come in, the first audit, for example, it found that 48% of Facebook pages were likely created internally, while the rest were created by fans. Reebok has completely this audit itself and has found the process extremely helpful. As social media continues to expand, cleaning up the social presence will become increasingly important for all major brands.

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