Profitable business contains a lot of experience and some kind of evidences which can be used in the research. National Geographic, like how it purports for its mission, „Inspiring People to care more about the planet”, advertises its brand and products through different social media channels.
National Geographic web side is an information web. We can find some information about them, news, photos, videos and also an online shop. National Geographic is also using some social platforms that are connected to the main web by links. They use the social platforms to contact with people and to inform.
First, we choose Facebook because it’s a social media where National Geographic has a lot of followers/likes and where it’s very active (it post almost every 3 hours).
National Geographic opened their account in august 2008. The cover photo and the profile picture is about the celebration of the 125years of the organization, as the background of the twitter account, they want to create a unity within their social platforms. They put link of all others their social platforms (Twitter and Youtube) and their site, we can suppose that they want to link all those platform at each other to propose to people to follow them on different way and they give you an easy way to visit their website.
We can observe that they post a lot of things, mainly links which referred to their website. There are a lot of comments but they never replied. Also we can see that you can not post on their page. The amount of people who like the page are 13 000 000 & the people who are talking about the page 327 473. The people who talk about the page are not much compared with the likes and this is not a really interesting thing for National Geographic. We can observe that people usually likes the post easier than they comment it but there is a big part of people who like who also share the post, so the give the news.
Finally we observe that the age of the people who visit the page is between 18 to 24 years old whereas their audience target is 25 to 54 years, so maybe they should develop more for those people. We can suppose that the main aim of the use of the Facebook page is to share news and automatically redirect you on their website.
The next social media platform that we found important was Twitter. On Twitter, National Geographic has very obvious objective: to post new photo and content followers to the link to its website.
They opened in 2008 and have 11.154 tweets, which is not that much compared to the competition, but @natgeo has more followers (2.862.645 to be more exact, compared to Discovery channel who has a little over 1 million).
The basic idea is that Twitter has three roles for them: one is to post pictures, a second one would be to refer the followers to the main site and last but not least, to find the above mentioned pictures through the people that they are following. These followed people are mostly photographers, archaeologists, geographers and explorers (and they are 22.561). The thing which is completely missing on Twitter is the interaction between user and follower. According to foller.com, they have replied to tweets 0 times, they have only 5% tweets with mentions, and 0 retweets. They have 97% tweets with links to their main site. This is pretty much the proof that they are not interested in interacting with people on Twitter. But, on their account, they write every day, which shows that National Geographic is active on this social platform.
The third platform they use is Youtube. They opened this social media platform in 2006. This is before the others because they are more movie and video oriented. National Geographic wanted to attract more people to watch their videos and their shows rather than joining a Facebook page to find out the news regarding nature or science and even the reality shows.
The National Geographic’s page on that platform is completely different from the other ones – the background picture is different.
They have 1286578 Followers and 860 245 885 Views. The amount of views is high but it still can be higher. The users are asking for more nature videos and that is noticeable when liking or disliking a video. The nature related videos are predominantly liked whereas the reality shows or the tech related videos have more dislikes than likes or even have a majority of dislikes.
In general, all those who are interested in different culture and places throughout the Word – affluent, educated adults, photo enthusiasts, travelers and adventure-seekers – that’s the largest audience. The main website of National Geographic has 10.5 million unique visitors per month and 89.9 million page views per month; over 60 percent are ages 25 to 54.
The main competitor of National Geographic is Discovery – we assume that in the reason that we can find it on exactly the same platforms. We’ve chosen it through the elimination – others aren’t comparable.
Discovery is more active on Twitter than National Geographic but has fewer followers: 1.133.574 followers and 18.971 tweets. On facebook Discovery has more or less the same likes (around 13.000.000) but they have less people talking about them (287.775). On youtube page Discobery has also fewer subscribers (657.564) and less view (590.841.922) than National Geographic.
We can conclude that in social media, National Geographic has a higher penetration in the audience and other competitors.
SUMMARY OF THE ANALYSIS
In our opinion they should interact more with their followers(on Twitter) and with their fans(on Facebook). The platforms allow to monitor the content and track authority.
They have created the platforms differently (the Facebook and Twitter accounts are similar but we’ve noticed the differences on YouTube account and on their own Web page) so they need make them the same to give an impression that the pages are authentic. Thanks to making the platforms the similar image they have bigger control on what people perceive when they look at the same information.
The main problem is that they do not post enough nature videos on Youtube and it’s easy to see that a lot of people are complaining about it – we’ve seen several comments below their videos – it is an obvious manifestation of dissatisfaction. The natural videos of National Geographic – is what people expect and what the brand is made for.