WEEKLY FEATURE:USING SOCIAL MEDIA TO MAXIMIZE COMMERCIAL APPEAL CRISTIANO RONALDO– Facebook Case study For a professional football player social media can be a powerful tool. If the practices used to share content are leveraged effectively an athlete can successfully become commercially appealing and increase his earning potential. Social media channels allow fans to get closer to their idols more than ever before as athletes can engage, interact and communicate directly with their audiences across different platforms. Cristiano Ronaldo’s presence on Facebook is a successful case study that can be used as an industry benchmark for top athletes to follow. The team that manages his image rights has effectively mastered how to make him an asset to his commercial sponsors and enhanced his overall appeal with the media and general public. By balancing his posts with a mix of authentic, creative and engaging content both from a personal and commercial perspective, Cristiano Ronaldo has become Facebook’s most influential sportsman. ●An Asset for Sponsors: Cristiano has over 100 million Facebook fans and this massive reach and popularity have allowed him to maximize his commercial appeal with brands. Sponsorship contracts are increasingly including clauses that require athletes to publicly promote and endorse products and services through social media channels, and Cristiano has leveraged this to his advantage by becoming one of the most exclusive brands in the sports market. Nike, Sacoor Brothers and Tag Heuer are some of the brands that have recently activated their campaigns on Facebook with Cristiano Ronaldo as their main ambassador. ● Enhancing appeal with media and general public: Cristiano Ronaldo has established a very strong connection with his audiences worldwide by sharing authentic content both from his personal and professional life. He often posts photos about his family, his friends or his time off during his holidays effectively allowing his fans to get closer to him than ever before through social media. In fact, statistics demonstrate that the posts that generate the most engagement are those where he shares information about his personal life. He also uses social media as a communication tool to show solidarity toward the social causes he supports and to clarify any rumours that can damage his personal brand. Cristiano Ronaldo´s successful presence on Facebook has allowed him to become an asset to his commercial partners incrementing his personal income and overall popularity worldwide. His social media team has found the right balance between sharing details from his personal life to maintain his fan base engaged and fulfilling his commercial obligations.
Posted on: Fri, 02 Jan 2015 13:51:57 +0000
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