The NFL and Social Media
[By Ed McDonald]
Leave it to big business and old thinking to try and control Social Media. In a report released this week the NFL has revealed their plan for a Social Media Policy. One of the new rules of the policy would prohibit players or anyone representing them from posting to social media networks during a prohibited block of time spanning from 90 minutes prior to kick off to 90 minutes after game time. This new rule applies not only to players but also to coaches, team personnel, and officials. The media has also been put on notice.
I understand the idea of protecting the leagues lucrative TV contracts, but social media hardly serves as any threat to the NFL league broadcasted games. I doubt seriously that any fan would opt out of either attending a game in person or watching it on TV, just to read tweets about it instead. Quite the contrary, many fans that might not be able to attend or be near a television might be well served by the fact they can follow the NFL via their twitter accounts. What the NFL does not say in the report is how they intend to stop the other 75 thousand plus people in the stadiums from posting and tweeting their thoughts and photos of the game. Meaning anyone with a cell phone will have a leg up on any professional news gathering agency. It is unfortunate that the NFL seems to be missing a golden opportunity here to involve the fan on a much deeper level with their product. This would only serve to improve the game and the overall fan experience. Now I’m not advocating wide-outs tweeting from the end zone after their latest T.D., no, far from it. The missed opportunity here is, to join the conversation, have a voice, and take part in the direction of the fan perception of the league.
I can think of at least a dozen ideas on how the league could use twitter to enrich the overall fan experience. Here are my favorites:
1. Encourage players to tweet to their followers right up to game time. Give the fan the locker room experience.
2. Encourage fans to tweet about favorite teams using hash tags for following, trending and better SEO.
3. Open a direct dialog with fans to tweet about their product.
4. Show tweets during the NFL network reports.
5. Run contests trough twitter using trending and search tools.
Trying to control the conversation won’t work for the NFL and it won’t work for your business. You can build your brand awareness and credibility by using Social Media, but you have to genuinely participate and you have to be willing to give up control.
6 Responses to 'The NFL and Social Media'
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There is also the recent example of Lance Armstrong creating his own media channel at the Tour de France. He actively Twittered and produced video blogs during the race even as he stopped talking to the cycling media. VS picked up the videoblogs in their own coverage.
Lance created his own media outlet.
Many of you ideas are great and also understand the networks fear.
I wonder when my husband will get the memo we can’t tweet during the games. I’ll have to find some other way to entertain myself….I’ll be curious if this ends up effecting all departments in an NFL team
Hi Ed,
Well written brother, I concur. Long time Penguins fan, I would love the see some locker-room chatter pregame when I can’t get home from work in time to watch. It would only ge tme more pumped to get home an watch my DVR playback. Sports franchises need to grow with the technology. Don’t shut your fans out yo!
Again, great post. Keep em coming.
Jon
i can see the nfl wanting to prevent some manipulation of gambling by having a player, coach, team member not reveal anything prior to the game. i’ll leave the whole gambling on games argument alone. help me with how lance armstrong creating his own media outlet helped him. he narrowed his exposure to only those people that follow him, instead of possibly getting a casual fan involved. at least that’s my take on lance armstrong tv. does that not also counter the giving up control argument?
Fear drives people/companies/government to try to “take control”.Sooner or later – changes take place regardless.
Great discussion people. Mark, great example with Armstrong, but I think he missed the boat here too. The name of the game today is exposure and I think he may have cut himself on that one. He tried to control it as well. Social Media can’t be controlled, by it’s very nature it is free flowing. It’s about having a two way conversation with your audience. Honest participation is all thats required. Andie, not sure how far up the shoot the new policy reaches, might just be on field personnel. Jon, I with U brother. Why miss out on a perfectly good opportunity to pump up your fans or clients for that matter. I’ll bet there are millions of NFL or other league sports fans who would gobble this stuff up, Locker room action would be great. Pete, as for the gambling angle, I get your drift, but why broadcast it with twitter why you can just use your cell phone and if they were going to cheat they still could, they will always have a way. Gail, you are on the money girl. FEAR! That’s what it always boils down to. And you are also right about Time b/c thats all it will take before someone else adds this to their league and the others will all be playing catch up. Thanks to you all for a great discussion on a topic that will only get deeper.