Social Media Strategy Case Study

Patagonia, an outdoor clothing company line, is well known throughout the world. Starting as a small company that produced tools only for climbers has grown to create apparel for skiing, snowboarding, surfing, fly fishing, paddling, and running. The way Patagonia portrays themselves through social media is well thought out and very beneficial to both their company and the environment. I was able to focus on Patagonia's social media through Facebook, Twitter, and Instagram. All of these forms of social media are updated many times throughout the day. On the website, I was able to find the mission statement which I thought was very interesting: build the best product, cause no unnecessary hard, use business to inspire and implement solutions to the environmental crisis. The clothing line that Patagonia has created is geared toward the outdoors for the use of silent sports. Each sport focuses on moments of connection between us and nature through the reward of hard won grace. Patagonia has a strong love for nature and a fight to save the environment, which is not only expressed in their products, but also through social media.

Patagonia's Facebook page has over two hundred ninety thousand likes, with more than fifteen thousand people talking about it. Patagonia posts photos on their site daily. The photos and videos that are being displayed involve travel and adventure to exotic places around the world. Patagonia's Twitter account is very similar to its Facebook. They tweet photos, videos, links, and articles that are connected to nature and ways to better our Earth. Patagonia's Instagram page uploads photos, different from both their Twitter and Facebook accounts, and the beauties of nature and one's love for the outdoors. 

Since Patagonia has a such a strong love for wild and beautiful, they have a strong fight to save our planet. The clothing made by the company is directed toward people who are active and enjoy being one with the environment. After examining the ways Patagonia posts on their social media platforms, I have come to a conclusion to how they make their brand known. Instead of showing the clothing made by the company, they place a spotlight on the active lifestyle and focus of the beauty of nature. The people who purchase the Patagonia brand, not only purchase a product, but purchase a lifestyle. To me the brand, is meant to be a lifestyle. I think the way Patagonia uses social media is excellent. Posts are made a couple times a day throughout all three forms of social media. I like how the brand does not directly advertise the products they sell. I feel the brand focus is on to better our environment, and the company feels their clothing is the best suitable for the environment.

Patagonia attracts many customers through the beautiful, adventure seeking photos they display all over their forms of social media. Many people prefer this way instead of being pushed to buy the product they make. I think it was very smart for Patagonia to advertise their brand and lifestyle to buyers this way. Not only are buyers intrigued by the images they see, they want the lifestyle of adventure. A buyer can take note of the priority nature and the environment has over the focus of the product they are trying to sell. By not mentioning any cost to Patagonia products, the company is made successful by its followers and the image they portray to them.