21 May

ESPN And Their Use Of Social Media

Published in: Blog
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ESPN E:60 ESPN E:60 ESPN.com

If you are a sports fan then you undoubtedly know about ESPN and all the different venues that ESPN has in terms of offline broadcasting.  There is the Mother Ship of ESPN, but there is also ESPN2, ESPNU and ESPNNews.  They also broadcast on the radio in just about every major market that has a sports team.  ESPN has essentially changed the way we as the public view sports.  I also believe that the way that the sports are played, for good or bad, has changed as well as athletes want to see themselves on SportsCenter.

 

I, personally, can be found tuned into a particular ESPN outlet at any given point of the day.  Every morning I listen to Mike and Mike and then stream The Herd while working for Sonix Studio.  What happened recently though changed how I ‘see’ ESPN.  What happened was I found them penetrating my social media outlets more and more.  Now ESPN didn’t do this to me more as I found them in other areas.

 

You can easily find ESPN on the big outlets like Facebook and Twitter but it goes further than that.  One of my favorite segments on ESPN are the E:60 stories that are told as well as the 30 for 30 documentaries that they are producing.  These take the public deeper than the box score and puts a human face on the athletes that we watch day in and day out.

 

One evening I was watching E:60 about an athlete who lost his leg and when the segment was over the narrator said I could follow E:60 on Facebook, Twitter, YouTube and Instagram.  Immediately I turned to Instagram and sure enough there were pictures of stories that I had not seen.  This was a veritable TV Guide on Instagram and I couldn’t have been happier.  Inspiring and motivating stories that would have been missed altogether were now able to be seen and I could connect with these stories.

 

The way in which ESPN has divided up their social media marketing is one to be studied. With the various sports and various outlets they have not combining them all is a rather smart move.  If you are looking for a niche, and social media allows that, then trying to comb through a long list of tweets and Facebook posts can be time consuming and frustrating.  Being able to find what you are looking for in a short amount of time allows us to read and move on which is the goal of social media.

 

ESPN has played the game the right way to date.  They have breaking news but also have stories that you can sink your teeth into and become engaged in.  After all social media is all about engagement.

 

If you run a large business with multiple channels then setting them up separately in your social media marketing campaign makes a lot of sense.  If you are a small business do not go through the process of setting up multiple channels on the same network as that will create a very segmented population for you not to mention having to create content for each channel.  ESPN is handling their social media wisely and so should you.

Jason Bahamundi

Jason Bahamundi is a marketing specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas.  An MBA graduate from Iona College in New Rochelle, NY with a BS in Marketing from SUNY-Oswego Jason started his career in marketing in the television industry creating marketing plans for Fortune 500 companies including Pfizer, Clorox, Kraft and Darden Restaurants to name a few.

Jason is not only a marketing professional, but also an Ironman triathlete, which is to say that he knows no limits.  Being able to be creative on the fly is one of his assests and has benefited him and his clients along the way.

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