Washington, DC’s NFL team already uses an array of social media applications in its marketing efforts, and they are Facebook, YouTube, Twitter, Google Plus, Foursquare, Pinterest, and Instagram. The organization also has custom applications for mobile phones and desktops, as well as its own “Extreme” message board application. I would recommend the following social media or web channels for Washington, DC’s NFL Team be included in rebranding its organization.
My first recommendation would be to incorporate the use of Vine into the organization’s Twitter account. Vine is a platform created by Twitter that allows users to post short looping videos lasting a few seconds. The advantage is that it highlights a specific moment, such as a touchdown, and is synched with the organization’s Twitter account so that it automatically posts to its Twitter feed. A downside is that is not conducive to creating longer video posts that are more informative and traditional. However, it is very dynamic, engaging, participatory, and appeals to a younger demographic. It also shows in the tweet itself rather than requiring a follower to click on a link within the tweet to see the content. Within the larger media landscape, Vine is gaining prominence and is meme-friendly, creating buzz and garnering attention for a few seconds that can peak viewer interest in learning more about an event or organization.
Vine would be used in conjunction with Twitter to showcase highlights from games, practice sessions, press conferences, and moments that personalize the players on and off the field. Vines should be incorporated into tweets when something of significance happens so that they retain uniqueness, or as teasers for longer form videos discussed in the second recommendation. Whomever manages the Twitter feed should work in tandem with other social media managers to create and share Vines with the public.
A second recommendation is to revise or eliminate the use of the organization’s YouTube channel. Currently, to view videos of the team, a fan must visit the organization’s homepage and access videos sponsored by Comcast Sportsnet. Its YouTube channel is on the verge of being derelict with very few posts, mostly of press conferences and cheerleaders, and some of the videos posted do not have sound. Within the larger media landscape, YouTube is not as favored for sharing content as other applications are because of the nature of its design. Those who create content to share on it cannot do so within seconds, they must create a channel and produce videos for it on a regular basis to create and maintain a following. It is much more involved and less instantaneous than other applications, and not one of the most popular social media applications. If it is to be used, it must used intentionally and well maintained.
I would recommend one of two strategies for using videos as marketing tools. First, it would seem that because of a sponsorship deal with Comcast Sportsnet, the choice of videos posted to YouTube are limited. One choice would be to revise the Comcast Sportsnet sponsorship so that all videos on the team’s homepage are synched with the YouTube channel, showing Comcast Sportsnet as a sponsor in either a logo or a banner at the top of every video. This would consolidate access to videos and provide a more cohesive marketing effort in this medium that can be produced by the same production team currently employed. This can be integrated into the Twitter feed, and possibly Vine, using Vine as a way to create teasers leading people to view the longer videos via a link in the tweet. This would encourage a younger demographic, and quite possibly both males and females, to watch more of the long form videos. Or, option two, completely eliminate the YouTube channel. It is dull and its current viewers seem to be disgruntled men who need a place to air their grievances, which does not reflect well on the organization.
Finally, I would recommend synching Instagram, Twitter, and Facebook. Right now, the organization does well in providing links in their Facebook and Twitter feeds so they lead the viewer back to the team’s homepage. I would suggest sharing Instagram pictures on both Twitter and Facebook so there is a more unified approach to consistency of information being shared. Additionally, Pinterest and Google Plus content can also be synchronized in this way. It would be wise for the team to synchronize all of these applications because their current strategy is to silo all of the different applications rather than use them in tandem, which does not guarantee the fullest possible audience is being reached. Different demographics tend to favor different platforms – younger people favor Instagram and Twitter, people in their 30s Facebook, women favor Pinterest, and, according to a friend, people who have learned their lessons on Facebook use Google Plus, a more mature networking site. Synchronization of these applications would position the organization in the middle of the media landscape, reaching more viewers, encouraging them to interact on more applications, and bringing them back to the hub, which is the homepage. Administratively, this would seem to require a reorganization of the social media/marketing department so that all managers are coordinated and releasing their respective materials together on schedule when schedules permit. A policy would need to be created providing direction for which applications would share spontaneous news and how immediate coordination to share such information would operate behind the scenes.