For one month every few years the world stops spinning. People across the globe drop everything – work, school and responsibility. Millions huddle in front of televisions, radios and computers in support of “the beautiful game.” The World Cup has an unusual ability to bring people together. In this way, soccer is similar to an effective social media strategy. Both are inclusive, competitive and fun.
Good soccer has a lot in common with good social media
Everyone is Invited
This year’s World Cup has been a ratings bonanza. So far viewers have logged more than 30 million hours live streaming the matches on ESPN. By comparison, the entire 2012 Summer Olympics generated 20.4 million hours. The Spanish language channel Univision drew a record 10.4 million viewers for the match between Mexico and the Netherlands.
Why has this year’s World Cup been so successful? It helps that soccer is one of the most popular sports in the world. Like social media, soccer is for everyone. Participation is encouraged and is best in large groups. Both allow people to express their thoughts and emotions with like-minded people.
Friendly Competition
Soccer is notorious for deep loyalties and occasional violent outbursts. However, competition doesn’t have to be cutthroat. The World Cup is generally a peaceful time where fans get a chance to cheer for their country. Social media is one face of your business. You’re in competition with other businesses just like yours. The goal should be to create a fan base that can spread the world about your company. Hopefully, your competitors will also attract a following. Competition keeps you on your toes and helps create a better product.
A Good Time
More than anything, soccer and the World Cup are fun. Fans sing and dance while players stage elaborate celebrations after a goal is scored. Your social media doesn’t need to be that wild, but stepping up the enthusiasm won’t hurt. Don’t be afraid to mix up your content. Throw in some silly pictures or cool infographics. Give your existing base a chance to come back while encouraging new people to take a look.
Soccer, the World Cup and social media tap into the same human interests and emotions. People want to feel they belong to something. What are you waiting for? Give them something to care about!
Photo Credit: Ari Bronstein via Flickr
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