Social Media Principles for the Sporting Goods Industry

5 03 2011

In order for the Sporting Goods Industry to be successful in the social media community, they need to think of social media as an extension of their business; and not just a marketing tool.  Consumers do not separate a company’s online business from their traditional methods of business; each is one in the same. By implementing the same values and principles they uphold in their company to their social media program, companies can continue to be successful in their business efforts.  The alignment will add value to the social media program, and provide the company with guide and understand for how to manage their social media efforts.

Companies involved in social media should have the ability to demonstrate a share set of values with their consumers.  These value presented below are to be used a guide in the company’s involvement in social media.  It is extremely important that companies do not forget who they are marketing to and their own role within the social media community. The development and implementation of a social media program should follow the same rules as a company’s traditional media; in order to align with current policies and procedures. (The Coca-Cola Company)

These share values include:

  • Leadership: The ability to lead by example and shape a better future for their company and industry
  • Collaboration: Leveraging your collective relationships to provide more to their consumers
  • Integrity: Be real with your consumers, and they will be real with you
  • Accountability: Hold the company accountable for their efforts in social media.  They are the only ones that can make things happen.
  • Passion: Do not just be a part of social media, but have a passion for what you do.  Your commitment shows consumers that you care about them and the brand you represent.
  • Diversity: Demonstrate the same diversity in social media efforts, as they do with their brands
  • Quality: Demonstrate the quality of the brands and products they represent

Below are some core values to which companies should uphold in their online social media community…

  • Transparency:
  • Be transparent with your consumers.  Some companies may think that it is better that their consumers do not know all the drama/problems surround their company; but if you do not tell them, they will find out from another source.  Social media provides visibility to everything happening in the world, and nothing is off limits.  By withholding information, you can negatively impact your business.  By being open and honest with your consumers, you can strengthen your brand loyalty with them; creating a positive business environment.  The more you tell, the more people are willing to forgive.

  • Protection: Always protect and be mindful of your consumers’ privacy.  They trust you, and so you should not disappoint them.
  • Respect: Always respect copyrights, trademarks, rights of publicity, and other third-party rights in the social media community. (The Coca-Cola Company)
  • Responsibility: Be responsible in their use of technology and the organization to which they collaborate with.  There are many companies on the internet that promise great programs and benefits, but companies need to be mindful of those companies’ intentions and products. If it’s too good to be true, then it probably is.  It is important to do your research, and always have the consumer’s best interest at heart.
  • Utilization: Utilize all the social media provides to create best practices; listen to the online community, and comply with applicable regulations in order to maintain business efforts and set a standard for behavior. (The Coca-Cola Company)


Reference: The Coca-Cola Company.  Online Social Media Principles. Retrieved from




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