Burton Snowboards Online Presence

 

I took a look at Burton Snowboards for this week’s assignment. Burton is a snowboard gear and apparel company that has been around since 1977 and is one of the most popular and well known snowboard brands. I took a look at their Facebook, Instagram, LinkedIn, and website. 

One interesting thing I found is they have separate pages on Burton Snowboards and Burton for their social media. After reviewing both pages they are pretty similar. Burton only pages seem maybe slightly more skewed to retail, and Burton Snowboards more towards their snowboard team, competitions, and riding culture. However, I don’t know that the separation is necessary, rather it probably reduces some of their exposure and engagement having more than one profile on each platform. 

Facebook:

Burton-101,119 followers

Burton Snowboards-763,016

Burton’s Facebook pages have reasonably solid engagement on the user end, ranging from 30-1,000’s of likes, but on average more around the hundreds. Content ranges from snowboarding videos, retail products, contests etc. 

IG:

Burton-715 K

Burton Snowboards-1.4 million

Their IG accounts are significantly more popular with thousands of engagements. Content is mostly Reels, and similar to what is on their Facebook page(s).

LinkedIn: 105K followers

Their LinkedIn page is more focused on their community engagement, the retail industry, sustainability, company image, and jobs listings.

Website: (main page pictured above)

Burton’s website does a good job of communicating what the company is, and featuring products right up front. On the top of the page they feature a bar with a current offer, and their menu which is straightforward. The first main section is a current promo they have going in partnership with a music company. Middle of the page features products, video linking people to their commitment to sustainability. They include blog sort of links, info on the founder Jake Burton and his memorial. At the bottom of the page they feature quick menu items like loyalty program, advice guides, gift cards, and financing. Then the more in depth menu at the very bottom. I think their site is set up in a straightforward and easy to use way. They use good images, graphics, simple menus, and a variety of content. 

Overall Burton has a solid online presence. They make it clear they are first and foremost a snowboarding gear company, and everything related to it. They also work to communicate their philosophy, they are interested in community support and sustainability of our planet. 

I think that the best thing they can do to improve their online presence  and communication is to consolidate their profiles. I think breaking up profiles based on sub categories is not the most successful if trying to maintain a larger audience.