By rugbyfuture -
December 3rd 2009 @ 1:58am
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ARU needs to embrace social media
Browsing through Wikipedia, Twitter, Facebook, MySpace and other communication media, I noticed the lack of dedicated new media channels. Could this be a missing link between the public and Australian Rugby?
I think so.
One of the main problems found in the Brand Health Index report for rugby recently published was the lack of interest formed by the rules not being clear: least passion, least grassroots orientated image, and least social.
These problems, no doubt, may also extend from the elite image of rugby that has existed for the past 100 years. Social media, however, can help fix many of these problems by opening up opinion, enrollment, grassroots development, and creating passion from these factors.
These factors can be seen from a social point of view in Facebook (or even The Roar), where opinions can be openly discussed, every person can have their personal and private, but public space and ideas can be clarified.
We have seen in modern corporate affairs and advertising that new media has become a central part of the business and individual communication process.
Unfortunately, the ARU (and its associate and member unions) has not made this transition. Sure, they do have feeds and Fan Pages, but these are usually linked, impersonal feeds of the published news articles released to the Associated Press.
I suggest the ARU dedicate time, people and money towards personal communication through the internet, opening up the rules to people interested in the game. Furthermore, to whoever creates and services the rugbynet sites, I suggest that the ARU work closely to create a Facebook of rugby clubs.
It’s time that rugby became more open and social.
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(17)
Bay35Pablo said | December 3rd 2009 @ 11:16am | Report comment
Bah humbug. I am reminded of a post on a gaming web site I once saw to the effect (clearly by a teenager) “are friends on the Net better friends than friends in real life?”. Um …. no.
In the same way, new media channels do not substitute for failing to do things the old fashioned way properly. Feedback to members and stakeholders, being responsive, keeping people informed. Looking after your fans and supporters.
The ARU is caught up in a culture of spin, and playing games. That won’t end. And they wouldn’t cope with something along the lines of the Roar, as they won’t be able to handle any criticism of any kind.
Further, they can’t even get a basic email marketing or newsletter program done right. They won’t cope with “new media” in full flight.
mattamkII said | December 3rd 2009 @ 3:29pm | Report comment
Bay – you’re way off the mark. The internet now out strips all forms of media not only for communication but entertainment.
My self for example, am a mid gen x…not a Y or teenager… I spend 10 x more time on Facebook, Youtube etc than I do tradition media.
Digital media is not far away from becoming ‘the channels’ rather than the ‘new media channels’….
You are right that the ARU wouldnt know what to do with it though.
taylor bridge said | December 3rd 2009 @ 6:06pm | Report comment
rugby future- Raw rookie.
I believe you are correct and that ARU need to communicate with the world at large via at least one recognized interactive media method. Eg Facebook/.Young people love it.Email is virtually passe for them
Whilst others may believe the ARU is unlikely to be up to the task then whilst that may be true today maybe some agitation or even volunteering a proposal to the ARU may be accepted.
rugbyfuture said | December 3rd 2009 @ 6:10pm | Report comment
hey ill go the job, im only nineteen, all i need is to get them to hire me and pay me
Rabbitz said | December 3rd 2009 @ 7:37pm | Report comment
I guess I’ll just miss out then… I am an I.T. professional and I have never and will never use myBook or FaceSpace or twatter.
I have enough ways of being contacted through phones, emails, faxes, radio’s, etc etc. So for entertainment (which sport is) I really don’t need anymore of my life stolen by wanky social engineering.
rugbyfuture said | December 3rd 2009 @ 7:56pm | Report comment
yes but rugby can retain its current communication channels, and to reach the people who are younger, hence attract people to rugby, they can open up social media channels
Cattledog said | December 4th 2009 @ 5:31am | Report comment
Good points, young fella! I think the crux of your argument is appealing to those who look at gaining information through more modern means, such as the social media. This point may have been lost on some of the dinosaur roarers!
You appear to write well for a 19 yo so why not approach the ARU with a proposal? Nothing ventured, nothing gained.
Bay35Pablo said | December 6th 2009 @ 2:39pm | Report comment
RF, again, the ARU doesn’t use the traditional channels all that well, so I’m not holding my breath for the Gen X/Y fetishes to be used well or at all.
taylor bridge said | December 4th 2009 @ 9:11am | Report comment
rugby future,
yes do it have a go if you believe you can generate something. Offer a sample to QRU , they are likely to be far more progressive due to the recent management changes. If it works there it could snowball. Sure there may be those against it but you never get 100 %
Sam Taulelei said | December 4th 2009 @ 9:40am | Report comment
A venture worthwhile exploring however in the field of technology, things can become outdated and unpopular very quickly. Anyone remember Bebo and MySpace?
The thing about these web 2.0 technologies is that they’re picked up initially by the Gen Y crowds etc and once they’re adopted by the mainstream they’re no longer considered cool and hip enough and the next big thing comes along and reinvents the game.
Already there are a number of technologies vying to challenge and replace Twitter. Given the speed that an organisation like the ARU moves I can’t see them keeping pace with social networking. The concept also doesn’t work well with the “old boys network” mentality of keeping information on a need to know basis.
Justin said | December 4th 2009 @ 9:52am | Report comment
Tend to agree Sam. I read an article the other day (which I cant find the link to) basically saying that Twitter is dead already (was it really ever alive, hype yes but in reality useless).
Social media can be a part of your marketing and communications package but is certainly not the be all and end all.
It would be interesting to see how many roarers are on the ARUs email list for example. I’m not as far as I know but I might not have updated my details.
In essence I think social media has a place but its not nearly as effective as people try to make out.
Cattledog said | December 4th 2009 @ 3:15pm | Report comment
Agree with most of your points Sam and Justin. However, there possibly needs to be more done to get information to the younger crowd and whilst we’re happy with emails etc, many out there are not. Whilst all forms of media will continue to develop and evolve, I don’t think the idea of some of these more conservative organisations adopting some forms of social media is such a bad idea. They can then evolve with the particular media.
Whilst you point out Sam that the ARU is no ’speed freak’, I don’t see this as a reason not to try introducing change, be it rather slow and laboured perhaps in the ARUs case. I also think the ‘old boys network’ of keeping info on a need to know basis is archaic and needs to change. The axiom knowledge is power shouldn’t apply to an organisation such as the ARU!
Sam Taulelei said | December 4th 2009 @ 10:14am | Report comment
I’m on the ARU mailing list and email is the perfect medium for the type of information they’re distributing. I’ll be keenly watching to see how Google’s Wave technology fits in with organisations in the future.
Justin said | December 4th 2009 @ 10:19am | Report comment
How often do you get ARU emails?
Sam Taulelei said | December 4th 2009 @ 10:26am | Report comment
Usually in advance of major games advertising promotions and ticket sales.
Bay35Pablo said | December 6th 2009 @ 2:43pm | Report comment
Same here Sam, although I find the emails are little more than spam to a well informed rugby reader. I think they aren’t aimed at us. Plus the ARU and NSWRU tend to be late in getting emails out. I have actually written to the NSWRU before complaining about them sending an update about a game on the Saturday night, in an email to my work email sent after closing on a Friday night. Need I say more …. ?
By comparison, I find the Sydney FC and FFA emails slightly better.
mattamkII said | December 4th 2009 @ 6:55pm | Report comment
“I have enough ways of being contacted through phones, emails, faxes, radio’s, etc etc”
Fax and Radio…WTF.