Earlier this week, I wrote about how the NFL Player Development program has taken to Twitter to combat the fact stereotype that the NFL does not care about its players. While a few may complain about the weakness of the NFL players association or the League’s treatment of former players, people generally love the NFL and keep it extremely profitable.
While people may see through the NFL’s concussion study lead by a doctor on their payroll, they tend to look the other way, for better or worse. And after a week on Twitter, you can generally see this is the case, as they are having a hard time gaining traction and followers. With time, and maybe with a little shout out from Ocho Cinco, they will find the traction they need to get their message across. There is something special about the NFL sucking up to Ocho Cinco in any capacity, it has to keep Godell awake at night.
Now, if you thought the NFL Player Dev Twitter account was controversial, innovative, or interesting you need to check out Inside the BCS. Just about everyone thinks the BCS system is imperfect. Even Obama has spoken out for the need for a college football playoff system. So what happens when one of the most controversial brands in sports joins Twitter? Well, they get beat down.
Inside the BCS Twitter
Now, traditional thinking would say that this is a terrible idea. A PR person might emphasize the ability of people to criticize the BCS in a public forum as a negative. I’d counter that people are already complaining about the BCS on Twitter, why not have an official voice who could respond to legitimate questions and humanize the brand?
But won’t a Twitter page draw even more negative attention to the BCS brand?
Well, it may initially draw some negative attention, but it is attention that is necessary. For Inside the BCS to actively engage and respond with fans and critics alike they need a platform, and they need to have people who are listening. This small bit of negative attention has actually been a god send for the Inside the BCS Twitter account, as they have racked up 800 followers in 1 week. What’s more, many of these followers have an investment in the BCS, and a fair amount of influence. Journalists, publicists, and sports marketing professionals among others are following Inside the BCS. The BCS now has a platform to attempt to change some minds, or at the very least, be a little more transparent about the college football system we all hate.
Will it work? That is a question that only time can answer, however this is going to be a a very interesting case study on the power of Twitter to change public perception. Looking forward to following it. Do you think that it will work? What are some other hated products or brands in the sports marketplace or otherwise, that you think could change their image via Twitter?
