Who needs PR professionals when you have football fans

Who needs PR professionals when you have football fans

Many people have discovered ad blockers, but how do you block corporate communication on your favourite social networking site? An increasing number of organizations have discovered the value of social networking sites (SNS), and the stream of professionally crafted corporate messages through SNS is skyrocketing. Chiara Valentini (2015) argues that public relations professionals are using SNS to shoot their information at the users rather than engaging them in a dialogue. Originally, these platforms were created for users to communicate with each other, to share personal information and to be informed of the activities of friends and family. Nowadays, brands seem to have invaded these platforms with advertisements and all sorts of corporate content.

I have come across flashing messages of brands on SNS as well. They are so common that we often barely notice them anymore. It is hard to blame organizations for spreading information through these platforms. As millions of customers can easily be reached, often even targeted based on the information they share on the SNS. But should you, as an organization not focus more on engaging the audience rather than distracting them with yet another corporate message? And how do you stand out when there is so much content being shared?

How a children’s hospital becomes the centre of attention

Around 12:42 last Sunday a waterfall of toys reached sick kids who were invited to the football match Feyenoord – Ado den Haag. What started out as an idea from an Ado den Haag fan (who has yet to be identified) turned into a full scale stuffed-toy-waterfall that made many children, family members and a substantial number of football fans quite emotional. The official request to bring toys to the stadium was shared three days before the match. 

The idea was picked up by fans of both Ado den Haag and Feyenoord and soon both sides were actively trying to make it happen. Usually, nets are placed around the visiting fans to prevent them from throwing items at the home team fans. At first, the Sophia children’s hospital was a bit sceptical given the sketchy reputation of Ado den Haag fans but they were assured it would bring no trouble. Some Feyenoord supporters even offered toys to the Ado den Haag supporters so they would have more for the kids. Videos of this beautiful moment were shared all over the world.

It is refreshing to see that, in the clutter of corporate messages on the web, a small idea of one fan can grow into an afternoon that these kids, and many fans, will probably never forget. I share Chiara’s worries that SNS are turning into just another communication tool for organizations. But it is moments like this, where the power of social media is very obvious, that show that digital media is not just good or bad. It is most definitely powerful, and when used for the right cause, it can lead to worldwide media attention. That, for me, is the power of social media. 

Do you believe that social media and PR go hand in hand or do you share Chiara's worries that PR professionals are polluting social media platforms? Let me know in the comments below.

Niels van der Plas is a student in persuasive communication at the University of Amsterdam. He loves to watch and play football and is passionate about the world of online marketing. Niels writes about social media, online marketing and current (sport) events.