what should Fitbit do to Improve its social media presence and what are the possible pro...

what should Fitbit do to Improve its social media presence and what are the possible pro and cons to do so?

Expert Solution

Although FitBit is by far the leader in this segment, there are many powerful competitors taking stakes in different parts of the wearable segment, and the activity tracking segment is a highly competitive space with players like Nike, Jawbone, and Sony.
FitBit has the potential to establish itself as the brand of choice through the effective use of social media, leveraging current customers as promoters of FitBit products. In other words, given that so many people have chosen FitBit over other brands, the word of mouth is much larger for FitBit than anybody else, which is a key marketing asset in a peer-to-peer recommendation-driven industry. Through harnessing the networking and linking aspect of this media, FitBit could use facebook as a forum for peer-to-peer power. Thousands of people share their regular day running on facebook, expressing as authentic a sense of pride as they like to receive. A logo "by FitBit" will turn the brand into hundreds of free impressions.

FitBit should take advantage of social media referral power. In order to do so, the company should choose Facebook as its main platform given the referral power it naturally possesses and the fact that people already share in this channel their health tracking. FitBit must shift its current passive approach to a much more active one to exploit its ability and get into everyday people's running experiences. This increased presence would allow FitBit to become the fitness monitoring brand of choice in a world of hardening competition and relentless product development.

Social media can help Fitbit: attract consumers, receive customer feedback and create customer loyalty market scope, including international markets, increase market research and increasing marketing costs by creating customer networks and developing product ads.

If Fitbit does not have a specific advertising or social media plan, it may need additional resources to manage online social media presence immediately and need regular monitoring if it does not actively manage social media presence.

Rahul Sunny answered 3 months ago

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