Central Coast Mariners Goal scorer Matt Simon (left) reacts with spectators after scoring in the first half of Round 3, A-League match between the Central Coast Mariners and the Queensland Roar at Suncorp Stadium in Brisbane. The Mariners beat the Roar 4-2. AAP Image/Dave Hunt
Earlier this year, Adrian Musolino wrote an interesting piece about how the A-League was failing to engage the game’s supporters and potential followers by using new media and social networking sites.
“Social networking sites such as Facebook and Twitter have transformed how we communicate and interact with one another. It also presents businesses, including sporting teams, a platform to engage with their fans and reach out to new ones,“ wrote Musolino.
At the time, the A-League’s presence on these interactive mediums was about as noteworthy as a Brett Holman shot on goal.
While using the internet to “post links of news articles from their officials sites, post results and fixtures,” as Musolino would like to see, is worthwhile, the way Twitter is being used in the NHL in North America has really caught my attention.
As a recent article in The Globe and Mail explained, David Perron of the St Louis Blues, “Likes to kick back and relax, either at home or at a hotel on the road. But unlike his contemporaries, his version of down time often involves sitting in front of his computer and answering questions from fans around the world (using Twitter).”
It was an idea that originally came from his agent, Allan Walsh, who has a number of other players also on Twitter, and ever since then Perron has enjoyed this opportunity to engage with his fans.
“It’s amazing – the first time I did it, I got over 150 questions,” the 21-year old said.
I might be selling myself out of a job here, but seeing as the sport media should really only exist to form a bridge between a player/club and his/its fans, any chance to simplify that process by cutting out the middle man is surely a good thing.
As Walsh says, “What the NHL has never really understood and will never understand is what the fans want is to interact with the players.
“The league’s philosophy over the years has always been: fans buy tickets to see the team, to cheer for their team and that they’re more concerned about the logo than the name and the number on the back on the sweater.
“But as many times as they say it, it’s not going to make it true.
“What really drives numbers, attendance, TV ratings, are the personalities.”
While the truth is that this approach benefits Walsh and his players by raising their public profile as much as it does the league’s, I couldn’t agree more with the Octagon Sports agent.
Personally, I’ve enjoyed following some of the younger English and American footballers like Darren Bent and Jozy Altidore for some time. Not only can it be a laugh to see pictures of Bent’s team-mate Frazer Campbell’s “newspaper curtains and manikin heads” it can also be informative. Two of Bent’s ‘tweets’ this year have made it into the mainstream media news coverage.
Football Federation Australia should take notice. Anything to increase coverage is a good thing. Still this is the same league that doesn’t institute mandatory ‘mix zones’ (where journalists can interview players after a game), which are par for the course in nearly every other football league or competition around the world.
There’s something in this idea for everyone, and most importantly that includes the fans. Thankfully it would appear someone is finally listening.
After being encouraged to do so by his team’s media manager, coach of the Central Coast Mariners, Lawrie McKinna, has started tweeting, with over 375 followers. Lawrie’s and the club’s intention is to give fans some access into the inner workings of the club. It’s music to my ears.
The Mariners might not be the most progressive club on the pitch, but off it they often lead the way. I’m certain their fans appreciate having the ability to hear form and send messages directly to their coach.
Lawrie should be applauded and the rest of the competition should get on board.
mahony
Guest
I am a big fan of clubs using technology to reach their communities of interest, but I have been following Lawrie for a while now and as his team goes South - the quality/insight of his tweets seems to be following. He felt the need to tell me he was about to have a shower yesterday??????? To the substance of your article, I think MVFC have had (in addition to the FFA/Sportal website) Twitter/Facebook/MySpace/SMS and 'Online Match Day' facilities for some time. No tweets from Ernie - but I think they have long been doing a comprehensive job in this area. Certainly a big improvement on Season 1. The next step - leverage that partnership with Optus to significantly boot the online presence of football in Australia. There are a lot of individually good elements (My Football / FFA,HAL,Club web / WC Bid, CRM with States) - but no coherent overall approach as yet. I did notice the FFA have an in-house IT/Knowledge Management team and a strategy - so I guess it is just a matter of time/money...
Mr
Guest
As a SFC fan, and recently looking to switch health insurance I walked into MBF for a chat and was given a double pass for the match against the Mariners. But you wouldn't have known it otherwise.
Justin
Guest
The Victory have had a facebook page and twitter account since either early in the year or late 2008. all are updated very regularly, have competitions for premium seats held on both mediums, show exclusive photos and more. also, the victory have a youtube channel to show their weekly victory vision videos, and exclusive messages from the players to fans. it really does surprise me more clubs (rather than individuals at clubs) haven't done this. any marketing guru would tell you how important word of mouth is, and social networking sites like facebook and twitter really take word of mouth marketing to a whole new level. and given setting up facebook pages and twitter accounts are costless (except for the time required to maintain them and add new tweets etc) there is no real excuse for any HAL club (or the league itself) for not getting on board
albatross
Guest
The article should be titled HA-L marketing is witless. I've pointed this out before but the HA-L has missed a great chance to introduce new fans to the game and teams. We recently purchased a new Hyundai. The sales person knew nothing about the sponsorship and there was nothing at the dealership (in Blacktown) about the HA-L - no posters, no brochures - nothing. It would be inexpensive for the HA-L to send every purchaser of a new Hyundai some free passes to HA-L games. Hyundai already write to every buyer as part of their after sales thing so all the FFA "marketing" people would have to do is organise a single sheet of paper to go out with it. Surely that would not be beyond even their feeble marketing skills. It should also be possible for HA-L clubs to approach their local Hyundai dealer and acquire a new car to raffle off to ticket buyers during the season. That way the club would get the name and address details of even casual attenders and then they could attempt to build a relationship with them. I am sure that the average dealer would jump at the chance for their details to be put in front of thousands of locals for 6 months and provide a car at "the right price"and in any event a Getz is only about $13k I am amazed that when you attend a HA-L match there are no programs or even roneoed team sheets made available. Even the most lowly UK 5th tier outfit manages to produce something respectable for a program with usually articles by the CEO and football staff. There are photos of the squad and details of the visiting players. The point is that a program is something for a fan to read after they have been to the game and reinforces whatever message the club is trying to put over.
Mxjosh
Roar Rookie
I would like to see the A-league interacting with fans more, youd be surprised how much little things like Twitter could help slowly boost attendances
James
Guest
I love Lawrie's tweets. Good insights. Good to someone making an effort in the A-League.