Social Media and NFL Football – Do NOT Drop the Ball
I have spent the last weekend doing diligent “research” for today’s sports blog . My hometown Denver Broncos lost to New England, and they are a small part of my story. However, Green Bay and New Orleans gave me plenty of hard evidence that confirms a simple truth: You drop the ball, you lose!
- Denver Broncos – 1 fumble, 1 interception, at least 3 crucial dropped passes
- Green Bay Packers – 3 fumbles, 1 interception, 6 dropped passes
- New Orleans Saints – 3 fumbles, 2 interceptions
We do not want to drop the ball in social media and have our company and our brand lose. What are examples of dropping the ball in social media? I give you three examples:
- Fumble with your Brand – I covered this particular example in a separate post called Social Media – Football – Brand and Ball Protection. Do not drop the ball by fumbling with your brand’s reputation by over-selling and under-delivering, or letting customer service issues go unattended.
- Failing to Acknowledge Shout-outs – As you build an extended tribe, followers may “Pay It Forward” by giving you and your brand an unsolicited shout-out via a tweet, a Foursquare check-in or a Facebook tag. Do not drop the ball by letting these mentions go unnoticed and unappreciated! Reply, retweet and share their content. Thank them for their unsolicited advocacy and find creative ways to reward your brand advocates. Show that you are an engaged and courteous brand who recognizes and appreciates their influence (regardless of their influence score).
- Fail to Monitor – This extends beyond the simple shout-out expressed in #2. Customers are talking about your brand at all times on multiple channels. They may not tag one of your official accounts (like a Twitter ID or geo-tagged location) or make their comments on your Facebook Fan Page. Instead, they may have wall-to-wall or group discussions. Perhaps they choose to submit an Amazon or CNET review. They could even be an influential blogger who dedicates a blog post to commending your brand -> or blowing it out of the water! Do not drop the ball by missing these opportunities to discuss your brand! Recognize that any mention of your brand provides you a platform to educate the consumer. Mentions mean you are relevant! Find these discussions and engage the customer.
A robust monitoring tool can protect against all three scenarios described above. You can even measure sentiment and track mentions across topics. You can aggregate mentions and tie them to different internal calendars (promotional/marketing, financial reporting, product release/recall). A full monitoring solution goes beyond tracking numbers of mentions and fans/friends/followers. By tying sentiment to topics and events, it takes your company to the next level in using social media as a proactive component in both marketing and customer service strategies.
Is your company dropping the ball? Perhaps it is time for a rousing “halftime speech” to get your company’s head back in the game. By the way, I’m great at rousing halftime speeches !