What is the secret behind the MLS’ social media team?
With so much interest upon the MLS from experts, they were hardly surprised when the MLS won ‘Best in Sports Social Media’ at Sports Business Awards 2018 (Fisher, 2018).
As the MLS has continued to increase its fan engagement outside of traditional media outlets and expanding on new media forms. Fisher (2018) states the MLS was the first major US sports property to broadcast live games on Facebook. The MLS took an enormous leap forward with its fan engagement, as broadcasting of games took interaction through social media to the next level!
The broadcasting through Facebook live included interactive features that engaged the fans to experience a whole new platform whilst watching live sports. These features included; consumption on mobile devices, Facebook-specific commentators, interactive graphics, fan Q&A and polling features (MLSsoccer, 2017). The creation allowed viewers to engage directly with commentators throughout matches, which hasn’t been heard of before. Which experts Parganas et al (2017) believes has created a huge opportunity to take fan relationship with the sports property to a greater meaning, allowing a special bond between the league and fans. Which ultimately strengthens both commercial and brand value for the MLS.
So what suggests the MLS fan engagement is better than other sports properties in the US?
Williams (2018) states the MLS has seen a surge in its social media following over the past year as its teams share more content with fans than ever before. Adweek (2018) reports the MLS and it’s clubs have posted more than 20,000 video clips this year alone, helping to drive a 75% gain in viewership to 613 million views across all platforms. Its followers on social channels have rapidly increased too by nearly tenfold, to be exact (963%) Since 2013 (Adweek, 2018). Williams (2018) suggests the MLS hold the highest growth rate among professional sports leagues in the US! This increase of followers suggest that the MLS’ popularity through social media within such a quick timeframe has been very successful in wanting to become a sporting powerhouse of North America.
Just look at the figures of the MLS social media platforms now:
With its increase of content on its social media platforms, The MLS has been very active about posting video highlights from the matches on social media. According to Williams (2018) A key component to its content is posting moments from games and posting them online, often in under a minute from occurring. Stravros et al (2014) states the importance of content generated in ‘nearly real time’ increases fan engagement levels. This links with Tang and Cooper (2017) stating that fans want information in an instant, this then generates unlimited opportunities to engage with its fans through social media.
The Zlatan Effect
With the arrival of superstar Zlatan , the MLS knew they had the chance to utilize his star power to continue shining the light on the MLS becoming one of the fastest growing league in North America. According to White (2018) Greg Lalas, Vice-President of Content at MLS suggested that the unique personality Zlatan possesses, everyone wants to know what he does. “Its infectious” and “Zlatan is like a turbo boost for social media” Lalas says. Experts Coakley and Pike (2014) suggest that marketing based on the image of players who are entertainers or even celebrities will attract greater interest. Therefore the use of Zlatan by the MLS handed them a clever opportunity to increase fans engagement, as Zlatan is such a commercialised celebrity it was bound to increase fans to the MLS. An example from twitter showed ‘The Zlatan Effect’ to its full extent. A highlight of his first goal in the MLS is to date, the best-performing post of all-time on the MLS’ twitter. Also Zlatan-related content makes up MLS’ top three tweets (White, 2018). Wakefield (2016) suggest that social media is an unbelievable way to channel fan passion into well-designed social media campaigns. ‘The Zlatan Effect’ campaign showed almighty success for fan engagement.
Is the MLS seen as a powerhouse sport of North America?
Not just yet. But social media figures suggest otherwise.
According to NielsonSport (2018) the NBA are the leading sporting Powerhouse in North America with recordings of 1.5 billion fan interactions across social media in 2018. In comparison to the MLS’ staggering 1.8 billion impressions (Adweek, 2018). However it’s not the fan engagement to be considered the powerhouse alone it’s the broadcasting deals that suggest the NBA are greater.
As The MLS believe that fan engagement is ultimately the most important aspect looking forward. According to Fisher (2018) the MLS’ ‘Vice-President of Media’ Seth Bacon explains that the MLS social media is going beyond all means and that the sky is the limit with creating better and more engaging content for fans instantly. Whilst White (2018) says Lalas ‘Vice-President of Content’ emphasises the MLS are focused every day on finding new ways to deliver content to fans and the arrival of new platforms interested in live content is nothing but positive for them.
Reference List
Adweek (2018) Major League Soccer Gets a Social Kick From Video, Both Live Matches and Goal Highlights [online] Available at: https://www.adweek.com/digital/major-league-soccer-gets-a-social-kick-from-video-both-live-matches-and-goal-highlights/ [Accessed 27th March 2019]
Coakley, J. and Pike, E. (2014) Sports in Society: Issues and Controversies (2nd edn.) Berkshire: McGraw Hill Education.
Fisher, E. (2018) Sports Business Awards: MLS Wins Best In Social Media [online] Available at: https://www.sportsbusinessdaily.com/Daily/Issues/2018/05/24/Sports-Business-Awards/Social-Media.aspx [Accessed 26th March 2019]
MLSsoccer (2017) MLS, Univision announce deal to broadcast games in English on Facebook Live [online] Available at: https://www.mlssoccer.com/post/2017/03/10/mls-univision-announce-deal-broadcast-games-english-facebook-live [Accessed 27th March 2019]
NielsonSport (2018) NBA teams score a slam dunk with social media [online] Available at: https://nielsensports.com/nba-teams-score-slam-dunk-social-media/ [Accessed 28th March 2019]
Parganas, P., Anagnostopouslous, C. and Chadwick, S. (2017: 150) Effects of social media interactions on brand associations A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18, (2), pp. 149-165.
Stavros, C., Meng, M.D., Westberg, K. and Farrelly, F. (2014) Understanding fan motivation for interacting on social media. Sport Management Review, 17, pp. 455–46.
Tang, T. and Cooper, R. (2017) The Most Social Games: Predictors of Social Media Uses During the 2016 Rio Olympics. Communication and Sport, pp. 1-23.
Wakefield, K. (2016) Using Fan Passion to Predict Attendance, Media Consumption, and Social Media Behaviors. Journal of Sport Management, 30, pp. 229 -247.
White, A. (2018) Inside MLS’ Digital Strategy and the Impact Zlatan Has Had [online] Available at: https://frntofficesport.com/inside-mls-digital-strategy-and-the-impact-zlatan-has-had/ [Accessed 28th March 2019]
Williams, R. (2018) Major League Soccer nets 10x surge in social following [online] Available at: https://www.mobilemarketer.com/news/major-league-soccer-nets-10x-surge-in-social-following/541597/ [Accessed 27th March 2019]
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