How Nissan Runs on Social Media

Celebrating success on the brand’s social media channels, Nissan North America recognized how important tools like Twitter, Facebook and YouTube have become to build brand loyalty, engage directly with consumers and generate website click-throughs.

Nissan credits the recent achievements for being responsive to the communities and offering what they’ve wanted: car enthusiasm and exclusive access inside the brand, the company said Wednesday, Jan. 18.

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Nissan currently converses with over 75,000 Twitter followers combined, across accounts for the brand @NissanNews and vehicle models @NissanVersa, @NissanJuke, @NissanQuest and @NissanLEAF.

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Nissan claims to be the only brand in the automotive industry that ranks close to the top social media players including Twitter itself, Apple and Nike.

“Nissan is proud to be earning recognition among such recognized leaders in the space,” said Jon Brancheau, vice president, Marketing, Nissan North America, Inc. “We look forward to using this momentum to lead our new product launch efforts in the months to come.”

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Nissan says it has crossed half million Likes on the brand’s Facebook page at Facebook.com/Nissan. The growth, predominantly organic, took a jump with the all-new Pathfinder Concept revealed on the Facebook page in series of videos during the North American International Auto Show, it says.

Earlier, to help mark the 125th anniversary of Mercedes-Benz, its dealers launched a social media contest to identify local community service groups doing great work. (Read: Mercedes-Benz Dealers’ Social Media Contest)

Among its customers, Nissan recognized the importance of social media channel within the Hispanic community and launched a Spanish-language Facebook page to connect with the Latino community at Facebook.com/NissanEspanol.

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The company also manages active Facebook communities for individual models including: LEAF, Altima, cube, JUKE, Quest, Versa and Nissan Performance (including Z and GT-R). 

The YouTube.com/NissanUSA channel also celebrated a numeric milestone with ten million views. Although newer on the channel compared to competitors, Nissan has earned more views in a shorter amount of time which the brand attributes to the content, media focus, search strategy and strategy of integrating the same video content on NissanUSA.com website and Facebook pages.

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The company believes Facebook, Twitter and YouTube continue to drive most-active users in the social sphere. It has also launched a Google+ channel. Nissan is testing what different types of content the audience wants and expects on Google+, such as introducing a moving GIF image with the iconic GT-R.

Nissan North America founded a dedicated social media presence in fall 2009, experiencing growth by mainly organic means. It is using Omnicom Agencies Zocalo Group, TBWA/Chiat Day and Team Ignition for social media support.

Nissan Motor Co., Ltd., Japan’s second largest Japanese automotive company by volume, is headquartered in Yokohama, Japan and is an integral part of the Renault-Nissan Alliance.

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