Assessing Social Media Marketing Campaigns of Weatherford, Oklahoma Herbalife Nutrition

Abstract

Revive Nutrition, New Creation Nutrition and FIT Nutrition are Herbalife Nutrition Clubs located in Weatherford, Oklahoma. These clubs, while simultaneously providing similar services and products, lack individuality in branding. We investigated the Facebook pages of all three Herbalife Clubs in order to research how each club utilized their Facebook platforms to create individual brand identities. We evaluated the social media patterns within the span of three months of all three pages. Our findings highlight the importance of using various social media marketing strategies in order to establish brand identities. For example, FIT Nutrition, the club containing the least amount of Facebook likes of the three, has the most interaction with their content. Their promotional sales and interactive posts gain the most attention compared to the content of the other Weatherford clubs. Revive Nutrition, New Creation Nutrition, and FIT Nutrition need to consider variety in their social media marketing to gain and maintain a brand identity--this would create brand recognition and promotional awareness. Creating unique content, implementing consistent branding strategies, and utilizing the various resources within selected social media platforms are the keys to building a brand identity. Research shows, when combining these three major factors, consumers are more motivated to build loyalty.