A good company understands their audience and delivers content, a great company sees that there is diversity in their listeners and delivers different content in different outlets targeting these different segments. An example and case study of this can be seen with the Fashion and Life style icon Nike and how the brand giant boosts their overall engagement and sales through marketing and advertising their wide range of products to specific customers. 

Using multiple channels such as Instagram, twitter and Facebook, Nike posts daily to weekly updates celebrating the stories and achievements of their sponsored athletes, celebrity features, new business partners and product collaborations with big names. However, with Nike’s massive success in the last 5 decades, has led them to become a big industry leader in both Lifestyle & Active wear and fashion. Thus, with an enormous range of consumers, they need to target each segment effectively to ensure that each content and product they promote is delivered to the right person.  

To this, Nike has created multiple social media accounts on the same social media platform, different accounts dedicated from athletes to street fashion enthusiast. For example, on Instagram, Nike has separate accounts for basketball, weights/CrossFit training, football, running and streetwear sneakers. This plays a huge role of Nike’s successful social media presence since creating different accounts, they are able to segregate and narrow down their audiences to more specific categories in which then supports their segmentation research and allows them to target their audiences to promote, update and deliver content on products that better align with specific consumer needs and interests. 

With the large number of consumers, it's important that a company can efficiently and effectively deliver what the audience wants to see. If a company’s content is continuously dished out without it aligning to any of the consumer’s wants or needs, this may actually repel consumers away from brands, worst case scenario, consumers completely disengage with the brand’s social media. Therefore, by understanding and separating their audiences into smaller segments, then creating a strategy to target them individually, could massively improve a brand’s social media awareness and engagement. 

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