Rupp Arena Knows What’s Up With Social Networking Mar 28th
Jason Falls of Social Media Explorer had a great article recently about the Rupp Arena’s use of social networking tools.
Not only does the arena have a nice website and email list, they started a blog and are using Twitter regularly to post brief updates. During the frenzy of the NCAA tournament especially, this is a fun and handy tool for the Kentucky cognosenti. I signed up and have gotten some good posts—and certainly not all basketball related. For example, yesterday they Twittered with a reminder that, “In case you missed it, the presale for the Hank Willians (sic) Jr. and Lynyrd Skynyrd concert is still going on until 9 am tomorrow morning.” (Bocephus will undoubtedly forgive them for the typo in his last name.)
Jason had some other excellent observations—namely, that Rupp Arena’s marketing department let an intern loose to start both the blog and the Twitter group. Also, the arena perceived the value in building a loyal community following vs. just trying to sell more tickets.
Such use of social networking tools, which are exploding, demonstrates the benefits of experimenting and seeing what can happen. It pays to have a strategy, start with a few tools and put someone in charge who a) gets it and b) will devote the time to keep the content fresh. Social networking takes effort and has to build organically—it does not magically produce results overnight.
Surprisingly, many other larger, commercial arenas are nowhere close to this level of interactivity with their customers and fans. One savvy intern from Kentucky should have his pick of jobs when he hits the market!
Posted in Marketing, Social Marketing
