The Ryder Cup’s social media accounts kept interest in the golf event alive long after the final putt was sunk
Golf’s Ryder Cup, the biennial team contest between Europe and the US, concluded recently in France.
There are accounts on Facebook, Twitter and Instagram for both the USA and Europe teams. In the week following Europe’s victory, various celebratory posts appeared on the team’s channels. There were Twitter and Facebook votes about successful players, while collages, videos, graphics and cleverly filtered images, including some informal behind-the-scenes posts, filled the Instagram page.
Two posts used across the social channels stood out: a video produced to inspire the European team, which they watched before the event, shared and liked by thousands and viewed over 1.5m times. And a humorous vignette of two of the team’s most successful players, in bed with the Ryder Cup trophy.
Meanwhile the defeated USA team’s accounts, such as Instagram, struck a more muted tone, and looked forward to the next event in two years’ time.
The mix of material posted to social channels helps to maintain engagement beyond the Ryder Cup competition itself – something that corporate digital managers can replicate in the wake of a significant company announcement, event or milestone.
Internal content can be used to give an insight into the way a company works, while bespoke material, tailored for individual channels, can attract significant audiences on social media.
This can simply be used to keep an organization in the public eye, or to give people a reason to return to the corporate website. Social referrals to corporate websites are often low, as we found in our last Google Analytics benchmark, so this is an area in which companies are frequently missing an opportunity to attract users to their sites.
It is key to keep the tone of posts appropriate though, as the differences between the approaches of the Europe and USA teams demonstrates.
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