See blog post online:
It's okay to be a little human after a loss, by Jessica Smith via
www.socialnsport.wordpress.com
I think one of the most difficult tasks of a team’s social media manager is how to handle a loss. Your fans are a passionate group and this passion increases tenfold during a loss. One miswording can throw them into a tizzy. You have to tread lightly. I get it.
I’ve been following the Twitter coverage of college football teams this season though, and I’m convinced that a loss is an opportunity to show empathy, be relatable and be human. All too often I see tweets that read just like a box score:
Final score: xxxx 17, #xxxxx 10
xxx falls to #x xxxx 28-10. Back on the road to xxxx next Saturday.
Tweets featuring just the final score don’t resonate with fans (as you can see above). So here’s my challenge to anyone who manages a team account, whether it’s football or another sport: When emotions are high after a loss, tap into those emotions and be human.
1. Fans Want to Identify With You
I think Bret Werner of Catalyst PR said it best when he said, “Avid sports fans are more likely to interact and identify with brands that act like fans.”
Social media is an opportunity to humanize brands and make a connection with fans. The emotional high and lows of sports present the perfect opportunity to make that connection. Pay attention to what fans tweet after a loss. Phrases like “tough loss”, “good effort” and “still love my _____” are all common themes. That is the type of color commentary you want to add at the end of a final score when you lose. Try to resonate with your fans.
2. Emotions Are Contagious
According to Jonah Berger in the book Contagious, content that is positive or negative—is more viral than content without emotion. Want to spread your message? Spread your sentiments.
3. It Works
It doesn’t take much, but a little bit of “human” can make an impact. See what happens when teams tweet a little commentary after a loss (compared to the tweets above with just the scores)
I know there is not a “one size” fits all approach to this. If your team is having a really tough season, the color commentary might get old. Perhaps you need to reserve the emotions to close games, rivalries, championships, etc. You know your fans, so use your best judgment and come up with a plan for your brand voice that works for your team and your supporters.
The bottom line is this though… it’s okay to be a little human after a loss. Try it, you might be surprised with the results.