This document summarizes the challenges faced by the Scottish Football Association's (SFA) communications department and the progress they have made in improving their digital strategy and social media presence. It outlines how the SFA was initially seen as aloof and reacted poorly to criticism. It then discusses how they created a digital team, launched a new website, and grew their social media audience to around 200,000. However, a summer crisis caused them to lose control of their messaging and receive heavy negativity online. Key lessons learned were that social media must be a priority and they need to be more proactive and stick to their communications plan during difficult times.

1. #SOCIALHAMPDEN
2013
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2. Broadfoot thrown into PR deep end with
negative attacks – Contently Managed, Nov 2009
“The SFA has always taken a pounding off the fans – in part because
they come across as aloof and in part because the team isn‟t doing
well.
“It does also give the SFA – through the new guy – a chance to start
afresh. Be more open and engaging with the fans: a twitter news
stream, a blog, perhaps some video, iPhone apps. None of these
things are revolutionary and could help build up goodwill, and perhaps
be used to build interest in the SFA past the starting 11 of the first
national team.”
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3. Challenges
• Small, conventional Communications Dept
• Insular, reactive mindset throughout Scottish
FA due to incessant criticism
• Perception of aloofness as a result
• Outdated, inflexible website
• Communications v Marketing stand-off
• No over-arching corporate strategy
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4. Progress
• Scotland United: 2020 Vision published
inc Respected and Trusted to Lead
• Digital team created from existing staff
• Website relaunched
• Corporate and Brand identities created
• Social audience of around 200,000
generated
• New Chief Executive embraces new
„transparent‟ era for Scottish FA
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5. And then . . .
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6. The perils
• Summer situation places the whole of Scottish
football in crisis mode
• Control of message lost amid Scottish
FA/SPL/SFL uncertainty
• Chief Executive becomes a target
• Twitter and Facebook become submerged
with negativity and hostility
• We learn how to open envelopes safely
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7. Lessons learned
• Social media must form key part of new
Communications Strategy
• Scottish FA must be more campaign driven
• Sometimes you cannot halt the tide, so stop
wasting time by trying
• In times of crisis: stick to the plan
• Engage, educate, entertain
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8. Everyone thinks of changing the world but
nobody thinks of changing himself
– Leo Tolstoy
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