SOCIAL LISTENING
Patagonia is an American retail company, specializing in the sale and distribution of silent sports gear and outdoor attires. The company’s value proposition makes it a unique and interesting brand. Unlike most retail brands that focus on inexpensive material, rapid production, and low-cost manufacturing, Patagonia prides itself in sourcing high-quality material ethically. As noted in its mission statement- We are in business to save our home planet -the brand’s primary goal is to promote environmental sustainability. Hence, Patagonia uses social media as an activism platform rather than for product marketing purposes. Ideally, the fact that Patagonia uses its social media platforms to raise awareness among its customers on environmental and social causes, instead of driving sales, intrigued me. Moreover, people are generally responding positively to Patagonia’s efforts, especially on Twitter. For example, these tweets by @Meg9Time, @Wendynilsson, and Rachel Maddow from