Whether you were following the World Cup minute-by-minute or only knew it was happening from the whooping and hollering of your neighbors, there was no getting around the top sporting event last week. The most vocal fans out there? Facebook fans, it would seem.
The social media company announced last week that the World Cup was the largest event ever – sports or otherwise – in their history, generating more than one billion interactions on the site. The likes, comments, and posts came from 220 million Facebook fans, representing 17% of their total user base.
Participation came in many forms, including posts from soccer fans around the globe and from many of the players themselves. Looked at from the big picture, the experience demonstrates what social media can create – enthusiastic and sustained synergy between a product (in this case an event) and its ambassadors (fans).
Before social media, a large-scale event like the World Cup would be watched on television, a one way interaction. High five-ing after goals and commiserating over disappointments would be left to those sharing a living room or a sports bar. Many small ripples, no overlap.
By enabling fans around the world to interact with both the event and each other through social media, however, that ripple has no bounds. Even those with very little interest in soccer (or fútbol) were drawn into the action last week, curiosity sparked by endless posts and photos populating their Facebook feeds. Some of the most popular, most shared contributions, in fact, were those from the star players themselves. A photo posted by Brazil’s “Neymar” with his teammate Hulk, for example, drew almost 2.5 million likes.
Your business can cause a ripple, too, if social media is engaged correctly. Meaning, in a way that both promotes the brand, invites interaction, and provides compelling content. By keeping those three elements in play, the conversation knows no end.
Promote the Brand
Obviously this is the goal. But it’s important to go about it in a mindful way. One-way communication is for traditional media, best left to print and broadcast. First, it’s critical to know why your brand should be important to your target audience. What are their hot buttons? For example, the right angle to promote might be the product itself, or what it represents, or what causes the business supports.
Dove is a perfect example of this concept. They are selling soap, yes. But via video campaigns shared on social media, their brand is about positive body image in women. Would you share a post about how great their soap is? Probably not. But a lesson in helping women feel better about themselves? You bet.
Invite Interaction
It’s what social media is all about. Everyone is on the guest list; the playing field is leveled when your target customers feel like their opinions matter and that their feedback is truly being heard. In a case like the World Cup, fans were able to post in direct response to their favorite players. With consumer goods and services, the celebrity factor may not be there, but the feeling of inclusion is just as powerful.
Provide Compelling Content
Soccer fans wanted minute-by-minute updates. Non-fans wanted just enough to speak knowledgeably at the water cooler. And let’s face it, some fans (mainly female, just guessing) were most interested in photos of the athletes. In any case, there was something for everyone. This is achievable with just about any brand. While one contingent from your target audience may be most interested in your actual product, others may feel more drawn to your overall message. By keeping content fresh and compelling, you can serve all with what influences each the most.
Social media is the most flexible of all PR channels. To find out how you can best utilize this incredible tool, let’s have a conversation. Give us a call at 203.762.8833 or visit www.klcpr.com.
– BML
