World’s Most Valuable Soccer Team Doesn’t Get Social Media

Posted by Nick O'Neill on January 18th, 2010 3:32 PM

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While they may be the world’s most valuable soccer team, the Manchester United team has no idea how to take advantage of social media most effectively. In a statement posted to the team’s website last week, the communications department stated, “The club wishes to make it clear that no Manchester United players maintain personal profiles on social networking websites.” The company continued, “Any official news relating to Manchester United or its players will be communicated via ManUtd.com.” That’s why we’d like to award them for having the dumbest sports marketing strategy.

While we can understand the logic behind keeping all official information on the team’s website, Manchester United is missing out on a massive opportunity to engage millions of fans around the globe on a regular basis. Facebook is filled with unofficial Pages for the team and for the team members. One unofficial Page has over 270,000 Facebook fans. Another group dedicated to the team has over 361,000 members.

A search on Facebook or Twitter also yields numerous results related to the search phrase “Manchester United”. In other words there is a massive conversation taking place about the team but nobody from the team is engaging them. Instead, the world’s most valuable team believes they can stand on a pedestal and talk down at their fans. In the short-run, the management may not be inaccurate however in the long-run they’re missing out on a great way to increase their fans’ connection to the team.

Do you think Manchester United’s decision to avoid social media is justified or are they missing out on a massive opportunity? Are your favorite sports players and teams active in social media?

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Football odds

I understand why they dont use social media, its a waste of time and doesnt make any money
clenta

2 items for your consideration to show how we are embracing Social Media to grow our Club from the ground up.

1. Our Twitter following so far is over 14,000 and we haven't played an official game yet.

2. Press Release Today - San Diego Flash Soccer Club is please to announce: Social Media Strategist Chris Husong and Real Voice Media have joined the San Diego Soccer Partners Organization
Press Pelease Available http://bit.ly/Soc_Med

See his profile at our web site http://www.SanDiegoFlashSoccer.com
Clent Alexander
CEO / General Partner
858.715.1981
Free Movies

Well they may be the most valuable but I read that they could be going into liquidation in the next 2 years unless they offload some of their valuable players such as Wayne Rooney (Possible £60m transfer to Barca) and most certainly some of their dead assets. They actually have their own estate agents, how ridiculous is that?! They are spending more than they are earning, simple as that. The Glazers need to re-think their business strategy.
Howard

Sorry to be pernicketty (spelling) - but on what basis is Man U the most valuable soccer team?
Not by turnover, not by value of players. By brand, perhaps?

Without doubt they are missing a valuable marketing opportunity, but perhaps their marketing team are getting old and crocked rather like the team.
Jan Bruin

Man U is just one example, there are hardly any Soccer teams that get Social Media. I believe rivals Manchester City are the most advanced when it comes to this. They've got about 11.000 followers on Twitter for example. I'm a socio of FC Barcelona and I was recently asked to become a fan of their official Facebook page thought their monthly sub-par newsletter. The link in the mail didn't work.. Searching for their official fanpage was impossible as there are a huge number of unofficial pages and there is no way to tell which is which. In Holland none of the teams have embraced social media yet, I believe there are huge opportunities for sports teams and players to give fans a more personal Fan experience on social media. Too bad most Soccer Teams are run by conservative people.
JohnMcDonald

Manchester is pretty hardcore about team discipline aren't they? I'm not up on soccer too much but these guys have quite a reputation for downplaying individual stars and focusing on the "United" front of the team. Social media isn't exactly compatible with the culture they've built up because it would be an emphasis on the individual players and their social interaction.

Heck, they just sold one of their top players to Real Madrid because he always drew attention to himself and wanted more of a spotlight!
EdHartigan

Hi - Good post.

Football clubs, and sports teams in general in the UK are in the dark ages with social media adoption which is a real shame as the potential is massive. Sports fans are the most brand loyal people and for them to able to feel more connected to the team and players would be invaluable. For me, the PR angle is the one they should be focussing on. The common complaint from fans is that "they don't know what is going on at the club" when they hit financial trouble, might be selling a star player or some disruptive story errupts in the mainstream media. Social media would be a great way for them to manage the groundswell.

But, we are talking about organisations who still use the fax machine to do player deals!
bethcharette

On the other hand, many teams have had their players lose great numbers of audience because they are athletes not journalists.

Just one bad apple in the crowd can lose tens of millions of dollars in advertising revenue for a team.

Also, there is something majestic and Olympus-like about a team that keeps its own counsel and allows its fans to do the talking.

Were I an owner, I might ask my players to do the same thing.
clenta

Social Media is the basis of our business going forward. We are inviting contacts from the Soccer Business World to review the Soc. Med. information and how to join Fox Soccer Channel Lead Analyst Warren Barton as a Partner with us in the San Diego Flash Soccer Club. If you or someone you know would be interested, please visit http://tinyurl.com/p2zlo6 to see Press Release; and/or feel free to give me a call.
Clent Alexander
858.715.1981
Peter du Toit

The "we speak - you listen" era is so over and the comments from the communications department displays a complete lack of understanding that we are in the heart of a communication revolution! As mentioned by @olivier above they are leaving HUGE opportunities on the table with their stance.

They could be impacting so many aspects of the brand, there is research, marketing, sales, development, the list is endless. They could so easily develop a slick modern feel to their brand and really connect with the fan base in ways that could secure their future.

Will be interesting to see how long it takes for the "communications" department to get the wake-up call
philipkhor

There is too much noise on ALL popular social network platforms. It will take quite an effort, personnel and advertising dollars just to make sure the fakes are shut down. It works for "attention-whore" celebrities, not so for brands like Deloitte, Ferrari and even Manchester United.
Wayne Liew

As a fan of Manchester United, it frustrates me to see so many unofficial channels that are created on Facebook and yet, they are not endorsing social media. Also, other popular clubs like Arsenal and Liverpool have endorsed social media and it's working for them in terms of getting fans to interact on the Facebook Page.

Discussions about club rumors and news are happening on a daily basis on various soccer forums and communities anyway despite the announcement saying that the best news source will be the team's official website. They are definitely missing out on a big opportunity to bring their fans together on social media.

Like Olivier, I am also curious about the club's perspective on social media.
olivierBlanchard

Missing out on a massive opportunity.

While I completely understand the need for MU to maintain official PR channels, the club's refusal to incorporate social networks into its toolkit is puzzling.

1. Having an official presence across a breadth of key social networks is a fantastic way to scale official communications, even if the club's comms team is only interested in pushing information out. So at the very minimum, their decision effectively cuts them off from invaluable communications channels.

2. The club's reluctance to engage in dialogue with its fans now that social networks are becoming a staple of community discussions seems more than just out of touch. It comes across as arrogant and sends the wrong message to fans around the world: We don't really care what you have to say.

3. The missed opportunities to grow the club's global community of fans, increase the club's worldwide exposure and even increase sales of Manchester United products alone makes me want to scratch my head in disbelief.

The club's current perspective on Social media adoption is... curious.
toul

facebook is ugly as hell - btw. you have understand your target-group...
vacuum chambers

hmm I just dont understand why they dont use social media??? they are jut leaving to other the chance to make the money they can make!
Everybody have at least facebook, even some ugly show on tv have a facebook page!
Kevin

I agree, I think big brands are scared of failing or doing something wrong when in fact not taking control of social media and their presence on there is the biggest mistake they can make.