October 3, 2013
Since the advent of social media, many companies have been in the vanguard of using this technology for the best possible promotional purposes. World Wrestling Entertainment has always been one of those innovators.
This, of course, is not new ground for the McMahon family. They pioneered closed circuit and pay per view programming in the 1980s and jumped ahead of the curve in cable programming domination.
Now the WWE has body slammed social media. In every episode of every televised WWE event, the TV audience is brought into the action. Viewers not only get to share match details and promote hashtags, now they are being asked to decide matches and matchups. This is genius.
#1 – Keep your audience engaged
One of the key goals of any TV program is to keep their audience engaged. Even during the commercials. This is tough in a world where everyone watches TV while holding their smartphones. But, instead of moaning and groaning about the potential distraction, WWE encourages the viewers to USE the phones. They CONTROL the distraction.
#2 – Control the conversation
One of the most difficult things to control online is the conversation of your fans and detractors. Talk radio does a fair job of this by giving listeners soundbites to regurgitate on social media and in comment threads. The WWE does this by actually suggesting hashtags and telling viewers which social media pages to visit and what to ask for and when. It’s an active and direct form of control the fans actually love.
#3 – Encourage downline promotion
Sometimes you don’t get because you don’t ask. The WWE consistently asks their viewers to promote their events by, one, giving them something specific and memorable to talk about and, two, asking them directly to talk about it. When was the last time you asked your fans to discuss a specific product or aspect of your business? Has it been a while? Have you never done so? If that’s the case, you are definitely missing out on some easy PR points.
Follow these tips and you could be pinning your social media and PR goals as quickly as one, two, three. Ignore them and expect to end up counted out.