How Reebok streamlined 350+ social media accounts to a handful

Not long ago, the athletic shoe and apparel company had more than 200 Facebook pages, 100 YouTube channels and 30 Twitter accounts. Now, it’s down to something much more manageable.

“We wanted to have a singular, consistent brand voice on each platform,” Tyler Bahl, Reebok’s brand engagement and media manager told an audience at this month’s BlogWell conference in Chicago.

By working with the social media sites themselves and its own branches all over the world, Reebok managed to consolidate its social media presence into just a handful of pages that use targeting features to zero in on the audiences it’s aiming to reach.

Accounts multiply

In 2007, Reebok launched a campaign called Run Easy, intended for casual runners who tend to be put off by the “go hard” advertising directed at hardcore enthusiasts. More than 80,000 people signed up for the campaign, and it gained 16,000 Facebook fans, in Reebok’s first real crack at a Facebook campaign.

Eventually, that campaign ended and those fans were folded into Reebok’s main fan page, which launched in June 2008. But accounts grew.

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