Times have certainly changed for United. They finally embraced social media last season… and quickly established 20 million FB fans. But with a 500 million strong fan base and potentially global audience of 660 million, it was about time they did something more to tap into it.
Manchester United have installed the help of Sapient Nitro to build a global social media network for their global fan base as a better way to interact with the club in this growing digital age. We guess the site will not act as a direct replacement for Facebook or Twitter activity, but rather a more engaging channel whereby fans will get something no other platform can offer (exclusive behind-the-scenes clips and content and the sort).
The pro’s for the fans are big sure. But the pro’s for United and other parties are far more expansive… As far as digital strategies go, this really is abstract! No-one (other than Google) would dare take on Facebook, but this seems a sure-fire winner with a dedicated audience already in place. Now, although a great idea, we do cautiously note that this is a fairly extensive task here: no small feat to unite a global community (unless you’re Mark Zuckerberg), but if this is executed correctly, and we imagine it will be, the possibilities for sponsorship and advertising packages will unparalleled and highly targeted. The aim is to drive engagement so also a massive chance to exploit the ‘exploding’ Smartphone agenda.
Football really is more than just football nowadays!! *WATCH THIS SPACE*