When I heard of Michigan State's stunning Hail Mary pass to win the matchup over Wisconsin 37-31 on Saturday night, the first place I turned was Twitter. As in the Twitter pages of each program.
Why?
I guess partly (or more than partly) because I'm a digital geek. But more than that it's because I had an expectation that this would be the source of emotion - good and bad around a great moment in sports.
It's kind of how ESPN SportsCenter has us wired. They take you on a journey through their highlights, giving you the story and smartly integrating in a POV (on the game) and reactions (through interviews and animations).
Now back to my results...
Here are 5 things we can steal from SportsCenter and apply immediately to our work:
- Tell fans the highlights, but do it with flavor. Talk about your teams as if you love them, cuz hopefully you do!
- Do it immediately - don't wait for the morning. In the moment, bring your voice to fans.
- Repeat the key messages throughout the day, just do it in different ways. Program out a routine after a big game to continue the story through Twitter as fans talk about it in the real world.
- Integrate in quotes or soundbytes from coaches and players. Quotes with your POV attached to them are best.
- Use tons of emotion. If you feel emotion about a topic, make sure it comes across that way in text.
As referenced above, I checked out both Michigan State Football on Twitter and Wisconsin Football on Twitter (both shown below). As you'll see here, MSU was matter of fact - almost in a shockingly unemotional way, below...
Meanwhile Wisconsin used Tweets from fans to help them curate their story.
Both did a good job of being timely. But both could have tapped deeper into what was a crazy emotional journey for a fan.
What are you doing to connect with your fans' emotions?
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