The Social Media State of the RBS #6Nations
Social Media In Sports is Big Business
Because social media in sports is big business. It (social media) offers new, relatively inexpensive communication channels to directly engage with fans, supporters and sponsors. It’s all possible and it’s all in real-time. In the sporting world this can lead to big bucks. The opportunity to commercialise and monetise Social media communities is something that most football teams in the UK due reasonably well. Being able to side-step traditional marketing channels like TV and print allows each post, tweet or upload to be measured for reach, relevance and resonance. Gold dust to marketer and sponsors alike.
This interactive infographic looks into the participating 6 Nations’ social media activity: England, France, Ireland, Italy, Scotland and Wales. It compares size of population with fans and followers of the major social networks, but most importantly, it measures “share of voice” and “fan engagement” with each Union. Which Unions are getting it right? Which Unions could really be doing more?
Rugby Union is Slow with Mainstream Uptake on Social
With the rapid uptake and adaption of new technologies and social media channels, ‘Big Business’ has really struggled to keep up with tech and Social advancements. It’s pretty normal for fans of big sports teams to know more about Social media than the Unions themselves! That may explain why not every Union has taken ownership of an official channel amongst the big 6 (Facebook, Twitter, Google +, Instagram, Pinterest and YouTube). Rugby union is slow with mainstream uptake on Social. In fact, only one Union, The Welsh Rugby Union, has a presence across all of these channels, so it shows that they are trying to keep pace with their fan base and communities and that they are also trying to engage across multiple mediums. “Be where they are” – Dave Olson, VP Community HootSuite Media Inc.
The below is very interactive, so rather than looking at static info, why not click and learn and give me your thoughts on who is the best at Social Media in the RBS #6Nations. The data in this report is courtesy of Zuum, located in California, USA and relates to data from Jan, 1 2014 to Feb 2, 2014. I’d recommend getting in touch with their team to find out how competitive your business is in it’s respective market place on Social. Also you might just find out how effective your Social media marketing actually is OR isn’t.