Blog post week 6 Assessment of Online Communication Nike does an excellent job communicating across its website and social media platforms. On Instagram, Nike shares bold visuals, athlete partnerships, and motivational stories. For example, their “You Can’t Stop Us” campaign uses video and graphics to inspire community resilience. On Twitter, they balance promotional content (like new product drops) with social commentary, reflecting Nike’s broader brand voice. Website Layout Analysis At the top of Nike’s homepage, there’s a clean navigation bar with links to Men, Women, Kids, Sale, and New Arrivals — designed for easy access to products. The middle features large, high-quality visuals promoting new collections or campaigns, drawing users’ attention to featured products or themes. At the bottom, Nike includes links for customer service, store locations, company information, and policies. This structure is effective because it combines clear product discovery with brand storytelling and customer support, matching online user behavior patterns (Kietzmann et al., 2011). Online Identity Nike strongly communicates its identity online. It emphasizes innovation, athletic excellence, and social impact. For example, its social media posts often highlight athletes overcoming adversity, supporting equality campaigns, or showcasing sustainable products. The bold visuals, motivational messaging, and collaborations reinforce Nike’s image as a progressive, athlete-centered brand. Areas for Improvement Nike could improve by enhancing two-way communication on social media. While they post regularly, user comments often go unanswered. More active engagement — replying to comments, resharing user-generated content — could deepen customer relationships and build loyalty. Connection to Course Reading Kietzmann et al. (2011) discuss the “honeycomb framework,” highlighting how businesses use social media’s seven building blocks (identity, conversations, sharing, presence, relationships, reputation, groups). Nike’s online presence strongly emphasizes identity and sharing but could improve the conversation block by fostering more interactive dialogues with its community. Reference Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005 Maxim