Social Media Mission Statements

Most people interact with some form of social media on a day basis. You like, follow, comment, and browse your favorite businesses to keep tabs on what they are up to. Whether you realize it or not, every one of those accounts has an underlying meaning, message, and desired outcome. It may be to influence you to buy their product, or to show you creative ways to update your home, or just to make you laugh. Whatever this outcome is, every business has a social media mission statement to help reach that goal.

While identifying a company’s mission statement isn’t always easy and may not always align with your perceived image of the brand, it is important to understand the meaning behind their chosen mission statement and the way in which they emulate it. I decided to look into three companies that I admire and analyze their mission statements as well as the ways they implement it into social media.

Lululemon:

“To elevate the world from mediocrity to greatness.”

I absolutely love Lululemon and have been buying their products for years. While their clothing and athletic products are great and speak for themselves, I have always admired the company more for the sense of community and overall vibe they have created as a lifestyle brand. Their mission statement is less about their actual physical product and more about the feeling that customers receive from using and wearing their product. Lululemon focuses on their manifesto, which is an evolving collection of bold thoughts and inspirational sayings that allow for real conversations to take place, as well as to energize their tribe and create culture. I think the statement emulates the idea that wearing the right product and surrounding yourself with the right attitude can help you not only improve yourself, but also help you grow more as a human being.

Lululemon carries this lifestyle manifesto and statement throughout all of their social media accounts. Each platform is used to enhance and grow their community, so much so that they actually never solely advertise any of their products. On Instagram you can find pictures and short videos full of inspirational quotes, workout tips, customer and ambassador testimonials, as well as lifestyle advise. Similar to Instagram, the Lululemon Facebook works to create an overall healthy lifestyle image as well as creates more of a community feel with intimate groups, whereas YouTube is used for longer workout and community videos. From one platform to the next, Lululemon works to create a cohesive, inviting, and inspiring image that works to enhance their mission statement to elevate the world from mediocrity to greatness.

Nike:

“Bring inspiration and innovation to every athlete in the world.

If you have a body, you are an athlete.”

Nike is another brand that I highly admire. From their top-notch products to the inspirational messages that they use their platform to convey, Nike emulates their mission statement. I believe that their statement highlights the message that everyone can be an athlete. While their campaigns are backed by star athletes, Nike’s products are created to inspire all individuals to be the best they can be. They use their social media as more than a means to sell their products as they strive to create a brand identity through visually stunning content that showcases the concept of fitness and a healthy lifestyle. Nike has such a distinct look that many people, including myself, can identify the brand just by seeing an add, even without the company’s name or logo. Nike is more than a brand; it is a lifestyle for all.

Although Nike is a very successful brand because of its consistent products, their social media also acts a huge contributor. With over 300 social media profiles that cater to multiple products and geolocations, Nike is easily one of the most followed brands online. Seen on all major social media platforms, such as Instagram, Facebook, Twitter, YouTube, Pinterest, and LinkedIn, Nike is king at diversifying their online presence. The brand has even created separate pages for its products that cater to different target audiences. While Nike is on many different platforms, their Instagram reigns supreme. As the second most followed brand on Instagram, with 92 million followers, Nike emulates their mission statement of inspiration to all athletes through telling stories that resonate with customers’ aspirations, goals, lifestyles, and dreams. They focus on posts that are meaningful and celebrate positivity and empowerment. Understanding that quality content is key, Nike does a not post frequently, but intentionally through promoting their campaigns and products.

Along with Instagram, Twitter is also a big platform for the brand and helps continue their mission statement to inspire all athletes. Here they mostly focus on growing awareness through mentions from celebrity partnerships and ads about new campaigns. Their Twitter also acts as a big hub for quick customer service. Whereas Instagram serves as a platform for longer inspirational stories along with a more cohesive campaign look, Nike’s Twitter is used for short meaningful messages that individuals can easily resonate with. Both help aid in Nike’s overall lifestyle brand image but cater to different overall meanings. Nike has successfully integrated their mission statement into every aspect of their brand making them not only a social media king, but an unforgettable brand all over the world.

Chipotle

“Food with Integrity.”

I am a huge Chipotle fan. Not only is it a quick easy option, always reliable, and tastes great, but it also has food that I can trust. I know that when I eat at Chipotle, I am getting clean healthy food, which is exactly what their mission statement conveys. They understand the connection between the way food is raised and prepared with how it tastes and are committed to sourcing the best ingredients and preparing everything by hand. Chipotle is working to cultivate a better world with each individual order.

While Chipotle’s mission statement is about clean and responsible food, their social media reflects anything but that. Instead of focusing on promoting their food and how it is sourced, Chipotle uses its platforms to post lighthearted, humorous, and relatable content about their brand. Their mission statement here is to make people love their brand, connect with it, and think about it, even if they don’t love their food. Chipotle makes their social media personal as well as interactive and conversational by replying to over 80% of its comments on Facebook and over 90% of its comments on Twitter. While Twitter and Facebook are a mix of funny pictures and sayings with useful promo codes and information, Chipotle’s Instagram is pretty much exclusively reserved for funny images, memes, gifs, and videos about the brand. Chipotle even became the first major restaurant brand to market itself of TikTok, creating multiple successful viral challenges. Although this brands lighthearted approach to social media is anything but traditional, their unique social media mission statement has differentiated themselves from other large-scale fast food restaurants making them relatable to everyone.

As you can see, social media mission statements are key in the branding of a company. Whether this statement directly aligns with their overall business mission or works to convey a separate outcome for each social media platform, having a clear statement is extremely important in not only the current presence of the brand, but more importantly, in the long-term goals of the brand. To pretty much sum it up, a mission statement is your purpose, and without a purpose you really can’t go far.

My Social Media Mission Statement:

I will use Sweets Treats & Other Eats to share all of my creations in the kitchen as well as different tips and tricks to inspire followers to try it themselves at home in order to establish a trustworthy, reliable, and professional food account.