April 30, 2013
NFL’s Use of Social Media PR
Last week sports media was abuzz with the NFL draft. Fans of every team scoured the Internet for the latest updates, hosted draft parties and waited – wishing and hoping for the missing piece that would get their team back into the playoffs. “This tension,” said Ronn Torossian,the head of top PR firm 5WPR, “can teach you the most important fundamental of a good social media campaign.”
During the entire process, from the Round 1 pomp and circumstance to the undrafted signings after Round 7, the NFL’s Social Media/PR agency was working overtime to keep fans engaged. Here are three ways they did so utilizing social media PR. You can apply the same principles for success in your business.
#1 – Easy sharing
This is vital. No matter what the news was surrounding the draft, from player reaction to pictures of draftees holding jerseys, the NFL’s PR Agency made it easy to share. A simple click kept content flying back and forth across cyberspace. This can work for your social media PR efforts too. No matter what you publish, make sure it is “one-click” simple to share.
#2 – Ready-made images
Within minutes of a pick being made, teams released dynamic images of that player in a team uniform. After some added splashy text and a catchy slogan, suddenly that image was being shared across the web at blinding speed. That was how millions found out who their favorite team had drafted. Not from some news report. From a picture that popped up in their newsfeed. Think about how much information was actually being shared in a single image. Did you know that consumers are much more likely to share a visual image than a text link? It’s true. So … how can you communicate news about your organization with a single dynamic image?
#3 – Re-tweets
5WPR’s Ronn Torossian also pointed out that over the past year, Twitter has increasingly become a channel for news. What gets tweeted or re-tweeted has even impacted presidential politics. During the draft, Twitter was on fire. Instead of asking the players how they felt when they were drafted, news agencies simply followed their Twitter feeds and reported what they read. What about you? Who’s following your company Twitter page? Have you trained your employees to automatically re-tweet company messages? If not, think about how much potential market saturation you’re missing out on.
With some forethought planning and training, any company or cause can use social media to ignite their PR efforts. Take a page from the NFL. Make it easy for fans to share. Keep them well stocked with shareable content and encourage your employees, volunteers and fans to re-tweet your content.