A great example of a major sports brand leveraging Facebook is the Chicago Blackhawks.
After years of frustrating marketing efforts, the Blackhawks are currently enjoying a renaissance both on and off the ice. One way that the Blackhawks are effectively engaging their market is through social media, notably Facebook.
Just like any business working with social media, the Blackhawks are now participating in the conversation about their brand, product and industry by engaging their market on Facebook. Social media is a great fit for sports leagues and teams. I have reviewed how the NHL member clubs are using Facebook as part of their marketing strategy and the Blackhawks have the strongest presence in my opinion.
Here are the key points of what makes the Blackhawk’s Facebook Page successful:
- There is a lot of great “official” content and videos for fans to view
- Strong fan engagement and content in dialogue and photo submissions
- Posting of a download-able monthly schedule and screen saver
- A link to their mobile marketing campaign
- A listing of events and player signings
- A tab for the Blackhawks Twitter feed
- A link for Facebook fans to get special pricing on tickets*
* This offer is now disabled, but was at one time the landing page.
The Blackhawks have one of the sharpest customized Twitter pages that I have seen to date. In addition to team news, they also post game play updates and they have been growing followers quickly since I have been checking in on them.
The Blackhawks Twitter feed is following several other profession sports teams on Twitter – take a minute to review them to see how other teams (NBA, MLB, etc…) are using Twitter.
The Blackhawks are industry leaders in fan engagement via social media. They do an excellent job of carrying and facilitating the conversation surrounding their brand and making the most of places like Facebook and Twitter – where their fans already are active.
The path forward will inevitable tie in sponsorship opportunities – as fan and follower bases grow in numbers, teams need to be careful how they attempt to integrate sponsorship activation. This is an exciting time for sports marketing and social media.