Global events are usually a gold mine for just about everyone: companies, brands, advertisers, publishers, consumers, fans, and more. A good example of a positive global event is the current FIFA World Cup, and it seems as if the junction where all sides meet, while not exactly willingly, is via social media.
In recent times major brands have been releasing their ads on social media, relying on the “viral force” to help promote them. This time around the main social media platforms are stepping it up a notch further by taking on a more active approach themselves. Twitter, for instance, has its own advert; in addition, if you visit the hashtag #WorldCup you are able to view all the tweets related to the tag, as well as a live scoreboard, links to the various team posts, and the option to look at tweets, people or photos and videos. Facebook is not far behind, with a dedicated space found on the side of its news feed that appears when the matches are on, and showcases what’s trending. These Social media giants clearly present an ambition to be at the forefront of every major moment in life. It doesn’t even matter if you’re into soccer; this is what everybody is talking about.
As noted, this is a new approach from the social media’s side. Both Facebook and Twitter were already popular social platforms during the last FIFA World Cup in South Africa, back in 2010 (with Facebook having the upper hand with regards to the amount of active users). Yet back then the platforms were mostly used to share random insights about the games. Now they are engaging with the users to do so, while verifying users are constantly being updated on what’s going on in the current global event with the dedicated informative pages.
This new approach is something that is worthy of taking notice from a marketing perspective, and global events present a wonderful opportunity for the marketing departments to adjust their strategies. These adjustments may be as simple as minor creative tweaks of the company’s official site, newsletter, or its pages on social media. Other options may include creating related content, such as dedicated blog posts, generating new ad campaigns, new offers and more. These adjustments are a great way to present the company to its community and potential clients as being ‘in the know’, which is something the company will benefit from, if done right.
Gone are the days when media was a one way street, and when the audience could not respond to it directly. The Internet has forever changed all that, and has revamped that same one-way street into a multiple-lane highway of interactions. Most companies now understand that if they wish to retain their audience, they should occasionally break with formality and take on a more open and accessible approach. Global events make for great occasions in which companies can do exactly that.
Boris Shurp is Inbound Marketing Person at dmg.