Why is Football like Social Media?

Why is Football like Social Media?

Football and Social Media Marketing have one big thing in common – Conversion! You get chances to score goals and to score with your customers. If you don’t convert those chances you loose out to the opposing team who can capitalise on their opportunities to score or to your competitor who will win over your customer.

The content you’re pushing out via Social Media is like the player who’s gotten the ball and is surging forward. The more engaging your content is the longer your team keeps possession. You’re the striker, you need to make sure you’re onside and ready to receive the pass. Make sure you’re able to match what you’re saying online with a similar offline experience. If you don’t make this happen it’s like constantly standing in an offside position (ask Italy!). It defeats your team’s attempts at making a play for goal.

Marouane Fellaini of Belgium (R) scores his team’s first goal during the 2014 FIFA World Cup Brazil Group H match between Belgium and Algeria. (Photo by Quinn Rooney/Getty Images)

When you’re onside, the next thing to think about is finishing. World Cup 2014 has shown that the top teams can struggle with this art. Big brands have fallen foul of this too and have failed to score with their customers even after a string of great social media engagements. Extended social care is a great finisher. After you’ve completed a sale, a customer’s perception of a brand improves if you make yourself available to answer their distress calls. You’re sure to score when your happy customer goes social with compliments about your service. A good customer referral is like Van Persie’s flying header, it’s guaranteed to boost team morale and keep you in the game.

Though great content is definitely going to attract your customers, they’re just like loyal football fans, they get excited by goals and the more goals you score, the happier they’ll be with your brand experience. Every team goes out onto the field with a game plan. Good brands operate in the same way. Make sure your plan is communicated across your team so everyone knows what they’re supposed to be doing. The objective is always clear – score goals, win the game. You want to ensure that you convert your online interactions with a sale so everything you do should point to achieving this objective.


June 21st, 2014

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