Using social media effectively in football . . .
“ “ Football and social media are perfect bed-fellows, as the likes of Twitter and Facebook are great ways to build stronger relationships with fans all around the world. However, at present there are more football clubs getting wrong than right. Football and social media
The Premiership social media league table The answer is you plan and buy “social media potential” There’s a real difference amongst teams between those that really get social media, and those that are completely ignoring it. Man City lead the way > Tottenham play catch up >
Hitting the back of the net The answer is you plan and buy “social media potential” Man City and Chelsea lead the social media league table. Their effective use of social media means they have a strong relationship with their fans which they can use to sell merchandise and tickets direct, facilitate sponsor offers or deal with difficult issues - like a player scandal. Sponsorship > Crisis management > User-gen fan content sharing >
Scoring a social media own goal The answer is you plan and buy “social media potential” At the other end of the league are Tottenham who’ve failed to grasp the use of social media properly. An example of Tottenham’s social media mis-management was seen with Darren Bent’s use of Twitter to vent his frustration @ Tottenham that was then amplified in the mainstream press . . . A Twitter storm > Leads to headlines >
Developing a social media model The answer is you plan and buy “social media potential” Social media can be effectively used to optimise a number of marketing objectives e.g. direct sales, fan relationship management, PR and crisis management and affiliate marketing.
Tips on success The answer is you plan and buy “social media potential” • Own your name - open an official club account on Twitter and Facebook. • Identify an internal social media advocate. • Adopt a warm, friendly and genuine tone in all your social media comms. • Don’t hide from social media. Instead be open and embracing. • Don’t be afraid to use social media channels to push sales - but make sure you do it in the right way (i.e. strike the right tone).