Companies want to reach their consumers, the target audience – fast and effectively. The National Football League does just that, but on a constant and ever-exchanging network. The NFL uses social media to market and advertise its best ideas, products, games, and players by staying consistently connected to their constituencies’ needs, wants, and complaints. How is the NFL doing this?
- Use Fans as Ambassadors
By enabling their followers on all social media platforms: Twitter, Instagram, and Snapchat, to post and talk about their brand, they are using their audience as their marketers. This is essential because the NFL is able to extend their reach far beyond where they could have reached before. Using these applications is not only limited to fans, but players can also get in on the action. The teams are able to promote their season, offseason, and information with their fans. Some examples can be found here.
- Extended Reach Free of Charge
Most importantly, the NFL is capable of extending their reach, and they are exceptionally good at it. By using their fans as ambassadors, urging them to post user-generated content, this gets their networks involved as well. An individual’s reach value is essential to the NFL.
- Promote Awareness and Discussion
This is too often overlooked regarding the NFL, because most people just think of the company as a sports broadcasting network. That is true. But because of its pure size, the NFL can be used as a platform for social, political, and economic issues. Recently, domestic violence has been a big issue in the lives of professional football players. According to research, there is a direct correlation between on-field violence and off-field domestic abuse in the NFL. This is important for the company to address in the headlines and all over social media to maintain its reputation.
- Encouraging User-Participation
Fans do not want to be left out. Now more than ever, a company’s target audience is educated, interested, and motivated. If you aren’t using Snapchat by now and are a multi-billion dollar company, you aren’t doing it right. With the features mentioned in previous blogs such as Snapchat Live feature, Twitter Polls, and Instagram competitions, fans are hungry for a piece of the pie. The NFL encourages participation amongst its constituencies that returns big in the long run.
When looking to the future, the NFL has much more to gain. It has been extremely successful over the years, but like all things, there are areas that could use improvement. Currently, there are over 318 million Americans in the United States, and only two NFL teams have social media accounts with over one million followers. That is not a good ratio. Half of the US population consider themselves fans of the NFL, so the organization needs to do a little more to get this less-interested audiences to participate and follow along. All in all, the NFL is doing a great job at getting their constituencies involved.
As a leader in social media practices in the communication world, the company has brilliant minds working to innovate, inspire, and lead the next generation of fans and find out what they want. The NFL is the “big cheese” and everyone is in anticipation of the next big thing.