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Importance of social media highlighted in FIFA Seminar in Delhi

Importance of social media highlighted in FIFA Seminar in Delhi
Importance of social media highlighted in FIFA Seminar in Delhi

Picture courtesy: AIFF Media

At a time when anything shared using just a hashtag (#) spreads at Usain Bolt’s pace, there is not an iota of doubt that social media in this day and age is one the biggest platforms to gain mileage.

On the second day of the FIFA Women’s Regional Development Seminar and India Development Workshop, FIFA Instructor Amanda Vandervort highlighted the fast growing importance of social media and its vast reach beyond borders in a matter of seconds.

In her presentation on Promotion and Media/Social Media, the women’s football administrator from the United States started off by throwing light on how one hashtag concerning this Workshop has been drawing the most eyeballs than any other medium.

“We are using the hashtag #FIFAWFDIndia tag for this seminar, so I encourage anybody tweeting about this event to use it. We are into our third day, and already there are over two hundred thousand impressions of the hashtag on Twitter,” Vandervort who is also the Director of Social Media at Major League Soccer (MLS) in the USA informed the packed ball room.

Stressing on how a simple hashtag can popularise an event to a great extent, Vandervort continued: “The impact of social media in today’s world is incredible. One post with the right # (she used her Iphone to show the hashtag button) and your message is all over the world.”

Facebook and Twitter and platforms like WhatsApp are all a vital in the wheel of communication nowadays and an important tool to promote your product.

Vandervort used the example of Portland Thorns, an American full-fledged women’s football team playing in the NWSL women’s league. Thorns who are under the same umbrella as MLS outfit Portland Timbers is the second only team along with Houston Dash sharing the same affiliation.

“So the men’s and women’s team share the same stadium, they have the same staff and their promotion and media team work for both and relentlessly; which is great. It sends across a great message but in terms of communication is amazing,” the blonde-haired Vandervort maintained.

Vandervort shared six key points which she said are the steps to create a good communication model. From setting goals to start with, determining target audience, identify communication channels, create and send messages, monitor respond adjust, and finally track, measure and share success.

“You want to make sure everyone knows about your events before, during and after. Like holding press conferences, sharing highlights, keeping a database of your players, writing stories about the event and so on,” Vandervort maintained. “And telling a visual story will help you connect with your fans.”

“Also you need to know to whom to sell what, that is your target audience. Like you would spread the message across Facebook and Twitter for youngsters and for their parents there should be sessions enlightening them on the same.”

Showing videos on how to create a movement by creating not only a leader but the first follower who maker him/her not be the loner among the crowd.

“You need a leader to begin a movement, but followers to spread it. Here the first follower is very important, and then the crowd follows as your campaign gains acceptability,” Vandervort exuded.

A case study of Namibia was presented as an example of how to best spread the message with limited resources. In association with UNICEF, Namibia Football Association (NFA) had launched a programme in Windhoek back in 2009 to help get more Namibian girls playing the beautiful game.

Known as ‘Galz & Goals’, the programme used football as a platform to promote individual health and social responsibility. It aimed to empower girls and young women to achieve their goals.

“It is very important to note here how a hyper enthusiastic girl called Jacky (Gertese) spread the message by following the six key communication principles religiously.

“She promoted the event by creating brochures, handbook for coaches, and briefing the local media heavily on what was happening and how it was unique.

(Report & Picture courtesy AIFF Media)