What The Aussies Can Teach The Pakistani Cricket Team About Social Media

What The Aussies Can Teach The Pakistani Cricket Team About Social Media
SHARE
THIS



Julie Delaforce, GM of social media and community relationships firm Quiip, asks what are the pros and cons of social media for sports teams and what is the distraction?

Let’s go down the rabbit hole from first steps to full-blown engagement and look at lessons the Pakistan Cricket Board (PCB) could learn from Cricket Australia (CA) and the Socceroos.

1. Listen and learn

It’s a starting point you’ve heard recommended before, and PCB should pay heed. If you’re not ready to engage in social media yet, the very least you can do is listen. Set up the social media monitoring tool of your choice and check what conversations are happening online around your team, players and the Cricket World Cup.

The Australian Cricket Team is doing a great job of participating in the conversation by monitoring and using relevant hashtags. These include #CWC15, the official hashtag of the Cricket World Cup; #NZvsAUS and other game-specific hashtags and #GoGold amongst other Australian specific hashtags.

Adam Hills AU cricket shirt Tweet

2. Engage your influencers

Perhaps you’re not ready to launch your own accounts, you can still get influencers involved and showing their support. You need not even mention social media, it could just be a positive side effect. Take a look at what happened when Cricket Australia sent Adam Hills a World Cup Cricket shirt. He shared a photo on his Twitter account and within three hours of posting it received close to 100 engagements. CA has tapped into the fans’ aspirations to become part of the team with this clever, yet simple, influencer outreach.

3. Create owned accounts

Cricket Australia has two official Twitter accounts: @CAcomms and @cricketaus. Both accounts have Twitter’s verified account tick, showing fans that this is where they’ll hear the official word about Australian Cricket. Additionally they have Facebook, YouTube, Google+, Instagram and even SoundCloud presences. We’re not saying PCB need the same depth of social media coverage.

PCB’s performance in the World Cup to date has been criticised. With such a focus on performing well, the support that social media can drive cannot be underestimated. There are two major benefits this offers sports teams – inviting fans to participate in an event they may not otherwise have access to, and leveraging existing support to drive greater awareness and encouragement.

4. Encourage popular players to interact directly with fans

Placing a blanket ban on social media usage is reinforcing a myth that it impacts negatively on productivity or performance. In sporting circles it can be blamed for scandals, however, it is most often the activities of some sports-people that are to blame for scandals, rather than the channel – social media.

Start by setting some guardrails in place – outline what players should or shouldn’t use social media for. They may not want to run their own public accounts, but social media is a great way for them to stay connected with family and friends at home

We’ve seen recently in the Asian Cup (Football) that sports-people interacting directly with their online audience helps to drive engagement both during matches and in the lead-up to games, creating buzz and inviting fans to become part of the sporting community.

The Socceroos’ Tim Cahill is a prolific social media user. He shares photos, commentary and ReTweets even during major events such as the recent Asian Cup, which Australia won – proof that social media didn’t impact on team performance. Many would argue he’s the highest profile player on the team and his social media activities haven’t impacted on his performance. #Cahilling drew a massive following once again after it’s popularity during the 2014 FIFA World Cup.

We’re over two weeks into the World Cup, and although the social media ban made news, it doesn’t seem to have made an impact. It’s important to note that PCB haven’t removed links to Facebook, Twitter or Instagram from its website, and we see players such as Wahab Riaz are active on Twitter and being ReTweeted by the official account

Please login with linkedin to comment

Andy Wood Designworks The Smith Family

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]