Social media and football; a match made in heaven?
John Paul Fox,
Insight Executive,
Yomego
08 December 2011
With the midway point of the season fast approaching, it seemed like a good idea to explore the relationship between football and social media, something which has gained extensive press coverage as of late.
In this sport-driven culture, people are subjected to football discussion and debate on a daily basis. From the commute to work to the local bar, the appetite for football discussion is insatiable. Naturally then, it lends itself to social media.
Not only do fans take to 'traditional' social networks such as Facebook and Twitter to discuss all things football, a number of football specific social networks, such as footbo and bantr, have started to appear, providing fans' with an online community solely dedicated to the beautiful game.
Fans clearly use social media to communicate, but to what extent do professionals within the football industry use social media?
Football Journalism - From Push to Pull
With the majority of football journalist now having a personal Twitter account, the way fans receive news has changed dramatically. The Daily Telegraph football correspondent, Henry Winter, is testament to this, as he interacts and debates with his 196K followers on a daily basis. The Times sports writer Graham Spiers is a prime example of a controversial journalist who regularly has to justify himself to his 22K strong following. As a self proclaimed supporter of Rangers FC, he is also often engaged in intense debate with fans of bitter rivals Celtic FC.
Major broadcasters have also made social media a key part of their football coverage, with the BBC and Sky Sports regularly engaging with fans on social platforms.
The Players
Thanks to social media and its adoption by football players, we can gain an insight into what life as a top flight football player is really like. As if we can never become one ourselves!
At present, Twitter is one of the key platforms that football players use to engage with fans, or in the case of Cristiano Ronaldo, millions of fans. Although it could be argued that the ability to engage with fans is an important factor, the fact players can now disseminate their thoughts and feelings on their own terms without the possibility of manipulation from journalists that draws them towards social channels.
For some however, Twitter has led to serious trouble, with many receiving significant fines from their club and sporting bodies. One high profile example is Carlton Cole, who was fined £20K from the FA for making racially aggravated comments during a friendly match between England and Ghana. This led to many football clubs banning players from using Twitter.
Facebook is another platform on which football players are actively engaging with fans, with the likes of Cristiano Ronaldo and Kaka having over 49m likes between them. However, I feel the interaction between fans on Facebook has a more commercial feel to it than that of Twitter.
Some players are even beginning to get creative on social media, with Owen Hargreaves attempt to shake off his 'injury prone' epithet by showcasing training videos on YouTube in an attempt to get signed for a new club. It worked and he's now in Man City's (Carling Cup!) team.
The Clubs
It is not only the players who have successfully embraced social, a number of clubs are also taking steps to actively interact with and include supporters in important club decisions, via social channels.
Although almost all major football clubs are now active on Facebook and Twitter, and display prominent links to these presences on their website, a number of clubs have also taken more significant steps to advertise their social presences offline. Football giants Valencia advertised its official Twitter handle on player's shirts and Premiership club Fulham utilise the post match interview area to direct viewers towards their Twitter and Facebook. Mexican team Jaguares de Chiapas also use players shirt's to advertise Twitter handles, with players displaying their own personal Twitter handle and that of sponsor Cerveza Sol.
Some clubs have gone beyond simply interacting with fans on these platforms, and have implemented some really strong social campaigns. Marseille for example, offered its fans a special surprise if they could hit 1m Facebook likes on their official page. The fans met this request, and as a result, were given the task of creating the 2011/12 shirt. 60,000 submissions were made, and one lucky user's creation was selected by the fans. This is an excellent example of not only driving fans towards the social presence, but also a creative way to involve and reward the club's fans. English Clubs such as Stockport County and QPR have also attempted to proactively include fans in the running of the club, by asking them to contribute suggestions for future signings on Twitter.
Clubs are also now beginning to bring social into the matchday experience, a good example being Manchester City, which for the first time last weekend, trialled displaying fans tweets on screens throughout the stadium. Football giants Barcelona and Real Madrid have already taken steps to ensure that their stadium is 'social media friendly', providing the likes of Wi-Fi connectivity and improved telephone coverage throughout the arenas.
Final Thoughts
Although still in its infancy, the relationship between football and social media is strong, with a significant number of industry professionals effectively integrating social into their overall marketing strategy.
But what does the future hold?
Well, it looks like it is going to last, with a number of major clubs already setting the foundations for the future. These include Manchester United, which announced that it will be launching its own social network in the near future, and Manchester City, which recently formed a commercial partnership with YouTube. And with Euro 2012 fast approaching, we expect to see the relationship become stronger, with sponsors and nations implementing strong social strategies to improve the tournament experience for its fans (unless you are from Scotland!).