This week, we were asked to discuss a scenario in which
social listening and engagement helped a company build their brand through
marketing communications. One company that does an excellent job employing
social listening tactics and generating consumer engagement is ESPN.
ESPN’s Sports
Nation website includes polls, chats, trivia, and more. For example, today’s ESPN “Poll
Center” question posted on its website is:
“Which of these 0-1 teams do you have the most confidence in
this season?”
A) Colts
B) Eagles
C) Ravens
D) Seahawks
E) Steelers
I selected choice D, the Seattle Seahawks. From here, I can hit the “Discuss” button under
the poll results and validate my selection or engage in conversation with fans.
There are also several other questions posted daily. These poll results are
often featured on ESPN’s Sports Center television show.
This social listening
strategy allows consumers to feel that their opinions are heard. “If and when
customers or prospects acknowledge that you’re listening, you immediately
strengthen your relationship with them” (Kerpen, 2011). I believe that ESPN’s polls are especially useful in building the brand, increasing brand awareness, and encouraging consumer engagement.
References:
Kerpen, D. (2011). Likeable social media: How to delight
your customers, create an irresistible brand, and be generally amazing on
facebook (& other social networks). New York, NY: McGraw-Hill.
Sports Nation Polls.
(2015, September 17). Retrieved September 17, 2015, from
http://espn.go.com/sportsnation/polls
Check out this article that adds to your thoughts about ESPN interacting with its users: http://www.espnfrontrow.com/2013/07/katie-richman-helps-build-espns-special-blend-of-social-media-interaction-for-espnw-x-games/
ReplyDeleteIt is interesting how our current technological advances have now led to new jobs that focus on social media. I have a friend that works with IBM in their social media department and she is constantly using Facebook, Twitter, and LinkedIn to do her job.
Hi Allison! Thank you for sharing that article! ESPN demonstrates how a company can interact with fans and build excitement for a specific event through various social media outlets. I also find it interesting that current technological advances have led to new jobs revolving around social media. I believe that as technology continues to evolve, companies will have to adapt and be able to utilize new social media forms in order to interact and build positive relationships with consumers.
DeleteThis is an interesting post! Today many companies are using "click bait" as a way of getting their product or ideas out there. Any likes, shares, comments or clicks tend to make a post go more viral.
ReplyDeleteAs a result many campaigns are set up around this idea. This not only changes the type of content that is seen but it is also interested to see the feedback of the users.
Thank you Daniel! I agree with you when you say that "click bait" is beneficial because it allows the company to see the feedback and interest of consumers. From here, the company can decide what topics it should feature on its website or broadcast on ESPN's Sports Center television show.
Delete