For a brand that is upcoming, the difference between surviving and succeeding can be social media especially when your customer base are described as supporters, fans and fanatics. We are not talking about the brand of apples that you buy at a supermarket, spectator sports are a passion and when they stop being that, it becomes irrelevant. I dare say that you would struggle to find another market which would benefit more from social media.
This is why I believe the NBL will need to engage with the social networks in Australia. Social media strategy is not about building a Facebook page, then asking people to LIKE you or FRIEND you. The majority of the target audience are Generation Y who are media savvy, almost media wary, so the approach needs to be subtle.
The sad thing is, its not just about success on the court. Most people would be quite indifferent about the successes of the Australian hockey teams even though they have had amazing success over the years. If I remember correctly, the West Sydney Razorbacks went under after winning the NBL Championship right? Clubs hold a responsibility to maintain the fan base.
The best way clubs should approach social media is to use it in a way to inform their fans, tweet updates on what the players are up to and run giveaways that will keep people coming back for more updates. Its about mindshare and helping the audience ask the question - will I be going to the next game? The more people ask that question to themselves, the more people will go to the games.
In this new season and new beginnings it will be interesting to see which clubs embrace social media and compare with those who did not.
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