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Sports and Social Media—Win, Win!
by Stephanie Bishop on 10.4.2011 in Company News, Interactive Marketing 2
Let me start off by saying that if you know me, you know that I’m passionate about sports–playing and watching. I’m more likely to cry at a sporting event than at a wedding, unless I find out there’s no open bar at the reception.
I’m also an Online Marketing Specialist for Brighton Agency with a focus on social media. So what’s another passion of mine? You guessed it: social media! Needless to say, when ESPN and a few of my favorite sports teams started entering the social world, I was excited.
Although you’ll occasionally hear about an athlete pushing out inappropriate messaging through his or her Twitter profile, or a team accidentally tweeting or Facebooking from the wrong account, overall I feel the use of social media in sports is an excellent move. Here are some reasons why…
Connectivity:
Social media allows sports teams to connect with their fans and followers, and vice versa.
How cool is it that you can go on Facebook or Twitter and get behind-the-scenes footage of your favorite sports team and its athletes? Or how great is it that you can be alerted via text with breaking sports news?
It’s all about connecting. As people, we all love to feel that we’re special, and social media can be a great way to provide that feeling.
Not only can social media provide sports teams a connection with their fans, it can be a great way to make them feel like they’re unique and appreciated. Offering prizes and incentives through a social contest is a great way to engage and connect.
Convenience:
Social media is very convenient. It’s not only convenient because it allows sports teams to push out their brands and market to their fans, but it’s also convenient because it offers fans the latest information via computer, tablet and/or phone. No searching required.
Opportunity:
Social media also provides opportunity. It provides the opportunity to market, connect and provide customer service.
Recall our recent blog post, “The Role of Customer Service in Business,” written by Brighton CEO Tina VonderHaar. She wrote about the importance of customer service and even shared a positive customer service experience that her trainer received from the St. Louis Rams. Although the customer service did not take place through a social medium, the story was shared through social media.
Whether or not you are a sports fan, I’m sure you at least know one person that is. Ask him or her if they use any social mediums to keep track of sporting news. And if you’re a sports fanatic who uses social media, feel free to share your stories!
For some examples of how sports and social can go hand-in-hand, be sure to check out a recent article by Mashable.com on “How Social Media is Changing the NFL.” As Stuart Scott would say, “Boo-yah!”
You’ve identified some key reasons why businesses of all types should get involved with social media, Stephanie. I love music as much as you love sports, and I thought you might enjoy hearing about how a few of the most socially-engaged musicians in the business just rolled through our town.
Last weekend, I enjoyed every minute of a concert featuring country band Sugarland and singer-songwriter Sara Bareilles. These two artists are among my favorites, both for their toe-tapping songs and the way that they engage with fans online. When I went home after the concert, I immediately went to my favorite social media sites to tell my friends about my wonderful experience. I wasn’t surprised to see that Sugarland and Sara B. were already there, connecting with fans on Facebook, Twitter, and their personal blogs. Through tweets, shared photos, status updates, and more, these artists expanded my concert experience. They helped me capture the memorable moments of the concert and gave me the opportunity to connect with them again outside of the concert venue walls.
But what is perhaps most notable about my post-concert experience is that it wasn’t just a one-time thing. As a loyal fan, I’ve kept up with Sugarland and Sara B. through their e-mail newsletters, Twitter accounts, and blogs for quite some time. They’re always offering up interesting content, whether it be behind-the-scenes footage from a music video shoot, details on tour dates and public appearances, or just a funny tweet here and there. And they’re always chatting with fans–asking questions, inviting people to comment, and responding in kind. Their consistent and incredibly authentic styles of engagement keep me entertained and curious about what they’re doing next.
No matter what the business, social media offers companies unique opportunities to engage with consumers. Thanks for outlining why it’s so important, Stephanie!
Thanks for sharing, Greg! Your examples of socially-engaged musicians brings up a great point about how versatile social media can be across an array of businesses/industries. I appreciate the comment.