Alas, another Six Nations Rugby tournament has ended. I never know what to do (apart from do work) with my weekend when the tournament ends. However, 2011 is a year to look forward to if you are a fan of Rugby Union! We have the Six Nations 2011 and then Rugby mad New Zealand is hosting the Rugby World Cup September 2011. Already, they have set up a Facebook and Twitter page and YES I have joined both ... in the hope that I'll be in New Zealand (possibly the best country in the world) for it.
"Social media provides the perfect platform for RWC 2011 to engage with the global Rugby family. Through the latest content, including video, news and discussion topics, fans will have a fully interactive involvement in the Tournament like never before," said Rugby World Cup Limited Chairman Bernard Lapasset.
Indeed the official website for the 2011 Rugby World Cup is very detailed and professionally done. The tournament itself does not start until Friday 9th September 2011, yet the organisers of the Rugby World Cup 2011 have embraced social media to its full potential. In December 2009, they announced that they had created a Facebook page.
Social media isn't a new thing when it comes to rugby or indeed sport. On the IRFU's website they have a forum for fans to discuss games, what type of scrum cap should one buy and how bad the referee was. Unlike commentators on BBC like Keith Wood, who criticise and analyse the games with usually a cool head; sometimes on online forums you can get a heated discussion about how bad a certain player was or why was Ronan O'Gara not put on earlier on Saturday (not my opinion). Basically, you hear what fans think of what is happening in rugby, that would've only been heard in the pub. For some reason, people let go and are very open to feelings and emotions on these online forums! This free and easy attitude to air frustrations or opinions online is a trend in social media, which can sometimes cause issues with reputation management with organisations.
Theses online forums have been around for quite a while; it is the Facebook and Twitter that has changed the way fans are communicating with each other and to the organisations that are involved in Rugby Union. The Rugby World Cup 2011 will see an increase in use of social media as it is a global event and therefore will create "a virtual community across continents" (Beresford and Fawkes in Tench:2009). As New Zealand is hosting the World Cup, it will bring many people to the country and it seems that the organisers were not slow to involve potential stakeholders who will take advantage of the audiences. Already there are companies within New Zealand tweeting to fans about rugby world cup package trips and selling official world cup merchandise. As L'Etang (2006: 243) says, "Sport is necessarily political as well as commercial, and sports organisations at all levels require communications expertise to achieve their political as well as economic goals."I am pretty impressed by how organised Rugby New Zealand are. They are ensuring that they build relationships early with all stakeholders, shareholders, publics and audiences. With the increasing numbers joining their Twitter and Facebook pages, I think it will prove to be an excellent campaign. It is whetting the appetites of all Rugby fans by having a YouTube Channel and social media is getting the fans involved more so than ever before. I shall be following the pages the next(as of today) 533 days until kick off ... If anyone know can spare me a travel package to New Zealand in 2011, please feel free!
Who do you want to win (if you care that is)? I, of course want Ireland to win, but if they play like they did in 2007 then the All Blacks are always the team for me! Are there any sport campaigns that have impressed you? Enjoy the below YouTube video.
References: Picture from the RWC 2011 Official Website
Hey I'm impressed with New Zealand in general! Nice blog! From you're secret fan etc.
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Clare,
ReplyDeleteI think it's par for the course that most global sports events engage in social media strategies.
This summer the world lacrosse championships will take place in Manchester, England and the FIL (Federation of International Lacrosse) have invested heavily in their website and social media development. Similar to that of the six nations and 2011 rugby world cup there are facebook and Twitter pages dedicated to 'fans' of the 2010 lacrosse championships.
The use of social media adds another dimension to PR campaigns and allows organisations to reach out to a far greater number of people than before.
Lacrosse fans get updated about the latest team news, ticket prices and merchandise sales ahead of the championships in July. There are also forums where fans, players and even referees can discuss any lacrosse-related issues.
Above all, I think the successful use of social media just adds to the hype of these events and increases word of mouth. Whats more is that organisations can achieve this 'buzz' relatively cheaply, which is one of the greatesrt features of social media as a communication platform.
Hey JP! Thanks for the comment. As rugby is a more popular sport than Lacrosse, do you think that the use of social media, especially with the world championship in the summer will help gain more interest in Lacrosse?
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