Social Media Sets the Stage for Nissan’s Success

There are a lot of ways to measure how quickly Nissan is attracting fans: For one thing, the brand finished out 2011 by achieving record sales in October, November and December, raising its full-year volume by 17.3 percent over its performance in 2010. But that’s just for starters. According to Nissan Dealer Portland, Nissan also passed a number of important milestones on the Internet, too, as it seeks to engage customers—and potential customers—via today’s hottest social media outlets.

Showing how much a company can accomplish 140 characters at a time, Nissan last year was the only name from the auto industry among Twitter’s top 15 brands, coming in at No. 8 on the list. According to Nissan, its +75,000 followers—tracking the latest updates via @NissanNews, @NissanVersa, @NissanJuke, @NissanQuest and @NissanLEAF—put it in the same neighborhood as brands like 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.”

According to Nissan Dealers Maryland, thanks in part to surging interest in the all-new Pathfinder Concept which was recently introduced at the North American International Auto Show in Detroit, more than 588,000 Facebook users have “liked” Nissan and joined its online Facebook community. According to Nissan, the brand also has outgrown its closest industry rivals on Facebook by more than 10 percent in the past quarter, and now leads in terms of interactions per fan, too, an especially important measure for Nissan.

“It is not just about the most number of fans for us,” explained Erich Marx, Nissan’s director of Social Media and Interactive Media. “While we hope to continue our growth, we are more interested in the engagement; the interactions the fans have with the content we share. We want to use social media in one of the best ways possible: a two-way communication with potential and current customers.”