New Balance is a privately owned shoe and athletic equipment manufacturing based in USA and England.This Brand founded by William J. Riley more than 100 years ago and has a history longer than Nike, Adidas and some other athletic manufacturing businesses in the market. Not that the company started by manufacturing fancy suede sneakers from its start but, through selling arch supports to firefighters and police officers at the beginning, became more and more popular lately for its quality and unique design. This brand is competing with other mega athletic equipment manufacturing such as Nike, Puma, Converse, Reebok, Adidas, and other similar companies. Same as Nike, Team New Balance has been using social media as one of the secondary platforms to communicates with its customers and get voice of its customer to; A) Understand the product gaps and put together necessary action plans to respond to the market demand, and B )To identify the success of different product launches by getting feedback from its customer. On social media, The number of “likes” or “shares” is somehow a representation of how successful its customer has accepted the products in the marketplace.      

The New York Public Library (NYPL) was founded in 1895 and is the United States’ largest public library system. Today, the NYPL consists of four scholarly research centres and 88 public branches, located between Manhattan, Staten Island and The Bronx. The NYPL holds more than 51 million items within it’s collection and serves more than 17 million patrons annually; from scholars to public school students, to seniors and toddlers. The NYPL is a centre of educational innovation and a community hub that is vital to New York culture. Statistically, one in three New Yorkers do not have at home internet access and the NYPL works tirelessly to close this digital divide. In the rapidly advancing digital age, the NYPL provides patrons (not only at their physical locations in New York), but also individuals worldwide, with powerful online tools to discover their resources and services. Through their website, visitors can browse the NYPL collections that include 800,000 digitized items. The NYPL also offers online librarian support to answer visitor’s questions online at any time. To further customer engagement, the NYPL offers 67,000 free programs annually. To quote the NYPL President & CEO, Tony Marx: “The New York Public Library has provided essential access to books and information for more than a century. Today, we are building on that legacy by increasing access to our collections physically and online, and by transforming our libraries into proactive centers of education and opportunity for all New Yorkers. ”