Leonie Bulman's recent articles
The North Face show how linking social platforms together can help build a larger online community
Outdoor gear retailer The North Face have built a much larger online community than competitor Helly Hansen, with 60 times more Facebook likes and 20 times more Twitter followers. The North Face achieved this in part by linking their Facebook and Twitter handles back to each other.
- The North Face have achieved a much larger community on both Facebook and Twitter: Despite a similar approach in terms of the content posted, The North Face have attracted a Facebook community 60 times larger and a Twitter follower base 20 times larger. This stronger community could partly be due to The North Face's stronger linking between both platforms
A high proportion of posts from The North Face link Twitter and Facebook:
- 40% of North Face posts on Twitter link to Facebook: The North Face tweets often include links to pictures or other relevant content on Facebook. The North Face use this strategy twice as often as Helly Hansen whose tweets are only linked with Facebook 20% of the time
- The North Face links their Facebook page to Twitter 15% of the time, whilst Helly Hansen don't do this at all: Links from Facebook to Twitter are less frequent, but 15% of North Face Facebook posts include Twitter hashtags or usernames, but this approach is not used by Helly Hansen