Social Media

Edge FB

So the first thing we notice is the lack of cover photo and the incorrectly sized profile picture. Both need to be readjusted to give the page a more professional feel.


In addition 1,741 likes is not a great deal so working on increasing likes should be incorporated into their strategy. We know that likes on FB are not the be all and end all and often are not really indicative of the type of engagement that is going on however, it adds credibility for any new visitors.

Likes encourage more likes and endorse the brand on the platform. Posts inviting people to like should do the trick. A small incentive or prize could be offered.

The clickable link for their location is good but they are using Bing maps for some reason and their location or the address given is not searchable. Suggest switching to Google Maps and perhaps offering info on parking etc. for each store in terms of specific locations, times and additional services etc.


Their from page about section could do with updating, describing themselves and their services a little more without having to click on the actual About section. Something like; ‘Ireland’s premier Running, Cycling and Swimming supply stores.’ Link to website should also be included.

The info on the official About page is good but could also do with some tweaking. They should emphasis their unique position as the largest store of this kind in Ireland. Again practical things like specifying which phone number is for which store is easy to do and makes things more user friendly. Maybe we should do a mock up of this entire page?

About section


Also their Facebook link should be personalized and intuitive.

They have some great photos and Albums on their page and promote their offline activities well. They are involved in a lot of athletic community endeavours which is great – perhaps we should look into whether they are getting links from the associations?


The only thing I would say is that they should perhaps date the albums as they seem to be involved in annual events and this would allow them to build a user friendly catalogue of their CSR activities.

On further investigation, they don’t seem to have associated links to their website or social platforms from affiliates. Currently they are involved with the Togher Christmas 5k run which is being run in conjunction with Cork Mental Health. There is mention of them on the registration page for the run but no link. register

In addition on the Cork Mental Health website it mentions the run but not The Edge. Tailored press releases should be sent to all affiliates in advance of organised events to ensure their involvement is sufficiently covered and links should be included to add to SEO.

mental health

In terms of content, I love their lunch time run -offline feeding online! However, actual participation is low and the message needs to be changed a little each time they post. You ca’tn post a carbon copy one after the other. The images are good but again maybe change it up a bit with a inspirational quote here and there, something about getting active? Or maybe something funny?

Need mock ups….. Thinking something like – Preparing for the Christmas 5K or just looking to loose a few pounds before the holiday season starts? Join us on our lunch time run!

What better way to beat the afternoon slump? Put down the chocolate and come for a run with us at lunchtime!

Repeat content - needs to be changed

If participation continues to be low perhaps a post the day before to remind people, or a private group message to known attendants? Maybe check days and times that suit the majority more to ensure maximum return for your efforts? Picture possibilities to generate interest? People can proudly share the image with their friends….again tagging is important here to build links and garner interest.

In term of other messages, I don’t see any follow up to replies. There are not many but they need to reply to those they get as you need to start somewhere and social is all about adding the more you put in the more you will get back over time. This is nice engagement here for example:


Someone from the Edge should have popped in with a cheeky ‘Ah go on’ message and also could have promoted the lunch time runs to prepare. Could have created a bit of banter and targeted the new target market they are after – non competitive runners, swimmers and cyclists.

This post is way too long – it is informative but not suitable for FB – leave it to the blog and promote blog posts on FB with customised bitly/owly links.

way too long

I also noticed the following post that has a pretty poor response time. November 6th was a Wednesday, it should not take 5 days to get a response. Suggest that more than one person has responsibility for social – giving sole responsibility to one person is a sure fire way to fail. One person can oversee, direct and work but they need back up and coverage for timely responses within working hours at a minimum.

response time

If you have to reply late like this maybe aplogise casually, something ‘Like sorry folks, ironically I was stocking the new watches and lost track of time!’ Also, utilise the feature that allows you to reply to individual comments so you are not offering everyone a bulk answer with some irrelevant content. Oh and Tag people in response posts!

Maybe we could have a look at the other tabs they could offer as well…..they have an event tab which is pretty dismal – remove or populate.


Just to note RED.FM like their page and they run ads on the radio….could they get a link off them?

What other sport shops are doing on FB that they copy!

Some nice content on Victoria Cycles – social suitable. Ask people to share with friends that rely too much on their cars! Maybe use to promote bike to work scheme?

nice content

Another example of friendly content is something like this, also from Victoria Cycles.


Chain Reaction Cycles have a link to their Instagram images – some nice image there promoting informative content.

Link to Instagram

Need to post more weighty, sharable content such as video like Chain Reaction tend to.


They also have a great selection of tabs. Their Bike Gallery Tab promotes engagement and takes advantage of user generated content.

Gallery tab - user

They run awesome competitions that are super easy to enter and attractive as a sharing item for interested friends.


Their albums are nicely organised and again, note that there are 15 video – all adds weight to FB timeline appearances.

Albums and video


From Evans Cycles Crawley, I thought it was interesting to see how they dealt with online customer service and moderation of page. As The Edge want to expand their online sales (which we will be focusing on re: website design) they need to be prepared for dissatisfied customers.

bad response


Links to contact them – do not encourage customer to go into detail online. If giving general contact email assign an individual to deal with the issue. Strive for exemplary service and you might just get a follow up online.

In addition, it is never a bad idea to have some house rules for FB content. Having messages with expletive or highly negative content is unacceptable. The Edge can justify any comment removal if they already have rules in place. Its just good sense!



Also – interesting that they have a nice jobs page on FB….



Twitter – The Edge

Really sporadic posting, not verified, no about info, no lists……no point?

What do we think of suggesting that they concentrate on FB only? What content do they have that is suitable to Twitter? Maybe use for lunch time run. Lisa – I will ask you to fill us in on potential of Twitter for the Edge as you know Twitter better than I do! 🙂



Victoria Cross Cycles do not use Twitter.

Chain Reaction use Twitter well – the main thing to take away from them is their casual, conversational tone that promotes interaction.

Chain Twitter

Evans use Twitter nicely. It is used as signposting for their offers and content. Some nice consistent engagement.

Evans twitter


What I really liked was the separate Twitter for customer service and help with find the right bike. Timely responses and additional assurance for the online buyer.

Ask Evans


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