Hi All! Well, with the recent football championship, I was reflecting on what a great “super bowl” of opportunity events like the NFL game represent for social media managers and niche bloggers. (congratulations Denver – and my friend Pat who has been a diehard Broncos fan since birth pretty much!)
The Super Bowl is a “super event” – something that you can count on the majority of a population watching and/or participating in/with in some way. Super events like this are relevant to your particular population. while the Super Bowl is extremely significant for Americans, my friends from Russia, Ukraine, Kazakhstan and beyond really weren’t that enthused about the game. For them, World Cup soccer is the big thing. Smaller populations have their own super events as well. Here at my lil’ ole’ university we have “super events” relevant even to our particular population. Dorm Wars might be the most universally known and participated in event on campus, making it a “super event”. While such events are tied to populations, they are valuable for social media practitioners for a variety of reasons. I wanted to focus on five aspects of such events that make them crucial things to tie in to any social media strategy.
1. SEO (Search engine optimization)
If a large group of people are participating in the super event, chances are they are talking about it on social media. A lot. This means that the terms associated with the super event are “trending”. Trending terms jump up your search presence significantly. So by using the terms associated with your super event frequently (keyword density), you will be more visible on both search engines and social media applications.
By discussing a trending topic, you are talking about something that people obviously care about. As long as your content is not just a shameless bandwagon piece, but still adds value in some way to your niche community, then you have made yourself relevant through association.
Sometimes just “being there” or “showing up” is soooo important. When I get home from work each day I make sure that I focus on my two-year-old son, because he values my presence. At work I often hire student workers because they hang out in the newsroom a lot and participate. In the classroom the better students are usually in class most days – they show up. Engaging the super event in some way gives you a very real presence in something that makes people feel you are there with them as they engage the event, and that is powerful.
This is similar to presence, but I wanted to add this idea because it implies that you are not only broadcasting something, but actually participating in some way with your niche community in/around the super event. Are you tweeting and retweeting? Are you replying to comments? Are you engaging your audience as they engage the super event in some way? If so, this will amplify presence to a place of active engagement rather than passive interest, building loyalty and relationship with your niche community.
5. Thought leadership
Most of the people who participate in a super event really don’t have a lot to say about the super event. If your content engages the event and adds value to your niche community, you are doing some awesome positioning. You are saying, “not only am I in this with you, I have something to say.” And that makes you a thought leader – Trust Agent if you will.
The nice thing about social media is that you don’t have to pay $5 million to get tangential access to the super event. You can just talk about it and participate in it with your community, and reap a host of benefits. Thanks for your time!
Dr. Michael Finch works as a professor and student media adviser at Lee University. He writes about digital media, journalism and the intersection of media and faith. All rights reserved. about.me/michael.finch