A spokesperson for the microblogging website Twitter has suggested that brands should take inspiration from how football clubs use Twitter and “tweet in their own voice”. This would give fans unique access to their brands.
Speaking to delegates at the IAB’s Great British Social Media Festival, Lewis Wiltshire, Twitter’s head of sport for Europe, said that brands should take inspiration from how football teams like Barcelona, Real Madrid, Arsenal, Manchester City and Liverpool have implemented successful strategies on Twitter.
Football clubs are using the Twitter platforn to grow fans in locations where they have not traditionally had a notable fan base. Like football clubs, brands should “tweet in their own voice” to give fans unique access to their brands, said Wiltshire. Retweeting fans’ comments helps brands to “find their own voice” on the platform, he explained. Using this approach, fans feel that they have a personal connection with a firm.
He suggested that brands place hashtags in-store or elsewhere to encourage new followers to their Twitter account; the Football Association displayed the #lionesses hashtag on a stand next to a goal during a recent England Ladies football game.
Wiltshire explained how Twitter gives brands a chance to “find fans in emerging markets and gives them a free marketing opportunity for content” – a hashtag could be the glue that brings fans, clubs and players together and that could be the brand, employees and customers for you.
© Profitero 2012
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