The Use of Social Media by USANA



USANA Health Sciences is a Salt Lake City, Utah based company publicly traded on the NASDAQ stock market. This company is one of America’s leading companies in the field of health and nutrition.

USANA produces nutritional supplements, foods, and personal-care products and sells them through a direct selling network composed of more than 200,000 independent distributors or "associates" and nearly 80,000 "preferred" customers. (Data from Hoovers).

While USANA achieves success continuously in its expansion to Asia/Pacific region, the sales in North America dropped in 2011. To continue to fight the declining sales in North America, part of USANA’s strategy is to increase its brand awareness. USANA is exploiting social media as one of their tools while implementing this strategy.

 
Facebook


USANA  created its facebook page on March 19, 2008, currently it has 52,578 likes. On their facebook pages are photos, videos, events, etc. Content of these posts include media news release, USANA products promotion, corporate events, executive interview, consumer experience, and so on. USANA updates the facebook page very frequently. I started following this company since late last year and I usually see a few USANA posts every day.

Youtube


USANA is also very active on Youtube. The USANA Youtube Channel has reached 1,493 subscribers and 739,277 video views. We can find videos about the exeutive speaches, tips of healthy food, promotion of its corporate social responsibility, etc. The below video is a commercial for USANA 2012 International Convention. USANA is also advertising its international convention on its own website, facebook, twitter, and its blogs. 

Twitter


Similar to its Facebook page, USANA's Twitter page is up-to-date. We see up to tens of daily posts on its Twitter page. Different from that on their Facebook page, the posts on Twitter are more casual, there are employees sharing their professional experiences, and their love to families, etc.


Blog & LinkedIn


Blogs and LinkedIn are also adopted by USANA to increase awareness. SANA has two blog sites, What's Up, USANA? hosts articles from crew members, and Corporate Blog collects blogs from its executive team. The USANA LinkedIn page are attractive for professionals and job seekers, its LinkedIn page has currently attracted 4,607 followers.