Guess what? The BCS isn’t good (at marketing)

12/07/2009 at 5:49 PM Leave a comment

It’s that time of year again: the leaves have changed, the air is cooler and colorful little lights can be seen on homes nationwide. Yep, it’s the beginning of the bowl season for college football. Today is a special day because it is the day after the BCS (Bowl Championship Series for you non-sports types) picked the 10 teams to be featured in its five bowl games.

What is special about today is that it’s the day that college football fans are the loudest and angriest. I can’t remember a year going by that hasn’t included a day where close to every sportswriter, blogger and fan unite to protest the BCS selections. Today, I join those ranks, having felt the effects of the BCS firsthand.

However, this is not going to be a blog about how TCU got hosed or how Texas v. Alabama is not what people want – there are plenty of other blogs talking about that. No, I want to talk about (surprise!) the BCS’s attempt at marketing through social media.

The BCS is a perfect example of what not to do in a lot of things, and marketing is no exception. Around mid-November, the BCS (like me) decided to get a Twitter account and a Facebook page. This was done at the behest of their PR firm who is owned and operated by former White House press secretary Ari Fleischer. What immediately followed was both equal parts catastrophic and hilarious – Twitter users from all around took the BCS to town; one user even compared them to the Ku Klux Klan.

Of course they responded by repeatedly stating how their system does really work and is the only system that works; this is the main problem with their campaign. The BCS has a great opportunity to engage in constructive, one-on-one conversations with the public, but instead are using social media as another medium to NOT encourage conversation. Also, when they did respond it just comes off as vindictive, here’s how they replied to one fan:

“You all agree on a “playoff” but don’t agree on who, what, where, when and how- that’s why the +1 and MWC [Mountain West] playoff plans were dismissed.”

This is textbook, the last thing you should do when you are already unpopular and trying to get the public on your side is to attack them. History has shown this doesn’t work too well (i.e. every revolution the world has ever seen). Also, as a sidenote putting quotation marks around “playoffs” just comes off as dismissive and arrogant.

Their Facebook page is no better. The wall features over 30 updates posted by the BCS. After first looking at that, I saw a tab labeled “Just Fans,” I assumed this is for the fans to say their perspective. After clicking on it, I was met with nothing but a blank screen– there was not one post on the wall. This means either no one on Facebook had anything to say or they were all deleted, my hunch is the latter.

Marketing is all about people and how can you take your message/product and make it connect with them. Social media has given us as marketers the ability to communicate with our target markets better than ever. That’s what makes it work, it’s a two-way communication, somehow the BCS and Ari Fleischer missed that.

For those interested you can find the BCS on Twitter at @insidetheBCS or at facebook.com/INSIDEtheBCS.

Advertisements

Entry filed under: Uncategorized. Tags: , , , , , , , , , , .

The countdown to June The holidays — a time for the timeless

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


Add Us

The Archives

December 2009
M T W T F S S
« Nov   Jan »
 123456
78910111213
14151617181920
21222324252627
28293031  

%d bloggers like this: