Teams build their identity through their players. No matter your level, it's the players whose style of play, passion, approachability, and swagger define what your team's brand equates to in the minds of the public. And with social media, that voice is happening in real time, throughout the world.
But what does that mean for the team? Does it take the brand out of your hand? What I found on the Melbourne Football Club site reminded me that there's a lot that clubs can do, structure-wise, to leverage this behavior and build a connection.
Zooming in, I found the screengrab below interesting for many reasons. First, you'll see the feed is not just the latest posts by the Demons, but also those from their athletes. You'll note that the athletes are pretty engaging (asking for recommendations on technology). And you'll note that we see player profiles plus stats all in this same geography of the site. (Can a site have "geography?" I'm going with it...)
I want to signal out one more post from athlete Nathan Jones, below. It's a simple quick hitting insight that can't help but make you, the fan, feel closer to the squad.
But what's all this mean? How could this be better? I'd love to see this section connected. How can we connect the player roster, the stats, and the Tweets all in one unit? This is the latest news, talk, and stats on the team -- and if it were concepted together, we would see something that only the Melbourne Demons could deliver -- meaning it is a sustainable piece of digital work that will build their brand. Once you do this, you create a destination for post-game write ups/q&a via Twitter, photos from the action, and more than anything pure emotion.
Great starting point that I'd love to see pushed further!
That's another week in the books - thanks for hanging with me. Come back Monday for more AFL Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).
Thanks!
Andy
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