Football has evolved beyond imagination in the past few years and the global social media boom isn’t just a co-incidence. Not just as a sport but as a product and most importantly as a brand. Just like any other business the desire to sell the product to the customer is paramount. Except the customer here is the football fan and creating a broader fan base by roping in new fans is seen as the cornerstone for exponential growth. So it hardly comes as a surprise that social media is being integrated into the sport like never before with startlingly positive results. Social media thrives on the fact that it is an unifying platform transcending differences of every kind and hence football clubs have started to make a scrupulous effort to engage the fans. Or the customers if you like. Best for business? Undoubtedly.
Just turn your heads 10 years back and there was no transfer window frenzy, no sneak peaks into training ground bust ups, no Vines nor YouTube videos of off field incidents, no airplane selfies, no pre-season group dances, basically nothing for the fans to chew upon or intrude into. But all of a sudden the flood gates have been let open, the fan wants to know more and he is being fed more. This has been, both as a conscious marketing effort and an involuntary leap by the fans to grasp every straw available. The online existence and presence of football has exploded to new extremes. People running the football business look at this as an opportunity to spread wings into uncharted territory and exploit the fan emotion and enthusiasm for the growth of the sport. Football clubs employ specialized social media personnel to plan and chalk out what gimmick would lure the existing fans and rope in new ones. The trick is to stay ahead of the curve although only slightly. Invite the fans to delve into quizzes, sending personalized birthday wishes to their favourite players, initiating prediction games, inviting votes for season awards, the level of involvement has reached new heights. But the question remains, whether this accelerated involvement is purely a revenue generating formula or is there more fan-attached goodwill to it?
It can be pointed out that probably the two are hardly exclusive. Idea is not to make more money at any cost, instead it is to milk the fan experience and market on the sensitivity of the fan’s emotions. Not so long ago football fans who were restricted to pubs and bars for their banters, today combat with each other on Facebook and Twitter, with no inhibitions of nationality, language or age. This is probably a reason that football clubs now feel a certain degree of responsibility towards the fans and can’t afford to sit back taking them for granted. Having Q&A sessions with players, managers, staff members and then following them up further on discussion forums is a fan favourite, drawing in thousands and millions of fans having a virtual one on one interaction with their idols. One needs to take a look at Twitter on matchdays, with clubs providing minute by minute updates. Previews, reviews, match highlights, it’s all right up there, whatever it takes to enhance the online experience. Recently Chelsea Football Club and Paris Saint Germain pushed the social media battlefield onto the streets in a good old street fight. Here’s an excerpt.
That is precisely what the fan wants to see and read, and probably can identify with as well. Though this turned a little silly as it went on, the banter was entertaining to the core and had most fans in splits, receiving tremendously positive response across the internet. But not always is the feedback as heartening or positive, David Bentley would testify. Talented and often hyped up by the media as the next David Beckham, the former Blackburn man’s career fell astray after being punctuated by injuries right through it’s course. David Bentley hung his boots earlier this month at the tender age of 29, an age where most players peak. Social media was cited as one of the reasons by the former England international and it brings to light the darker and more punishing impact of the same. While fans wax lyrical after good performances and on happy occasions, there also arise situations where they are not satisfied and take no prisoners in expressing their discontent either. Every incident and every performance is scrutinized as the microscope looms larger than ever.
Not just good and bad goals or saves, controversial incidents like the infamous Suarez bite or Gerrard’s slip up or Ramos’s stratospheric penalty, are painted all over the internet with everyone wanting a bite at the cherry and enjoying their moment under the sun, in an attempt to get more shares and retweets. Just for example, the Suarez bite has made him the biggest public enemy in the sport, repeat offender and all that and the vitriol thrown is probably just given the action but just go back a decade and Zidane headbutted a player for the second time in his career on an even grander stage. An equally unsporting gesture, but an equally worldwide meltdown from fans? Nowhere close. Reasons could be many but the lack of a platform back then(and the easy presence of one now) has to stand tall.
Then there is the mad world of trolls. The negligent and embryonic fan connects directly to such pages, with the humour content appealing straight away. Due to the immense popularity among the lesser aware fans, these pages post trolls that are seemingly funny and thus often influence the reader into a false set of presumptions. Messi is useless without Xavi and Iniesta, Ronaldinho is the greatest of all time and many such other false perceptions are created thanks to the poisoned chalice of troll football and the likes. Memes mocking footballers, imitating them into cartoon formats, sharing jokes on goal celebrations, there is no extent the fans will not go to have their share of fun. All said and done, this too is an integral part of social media and it’s not going away anywhere anytime soon.
Moving forward the social media engagement so far has been positive and encouraging to say the least, but the trick is to be dynamic and open to change, flexible if you like. Taking a leaf out of the American sports like the NBA, NHL, NFL; it could mean we get to see the dawn of fan nights in football, giving fans a mouthpiece on official websites or even involving them in their social media teams as active professionals. The idea is to keep it simple: sell the brand, market the experience and engage the fan digitally. Social media has spread it’s wings far and beyond, and looks to fly many a mile. Here’s hoping the football-social media marriage is a happy and successful one with minimal negative impacts. There’s no stopping it.
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