Renegades Write the Rules: How the Digital Royalty Use Social Media to Innovate by Amy Jo Martin

Author:Amy Jo Martin [Martin, Amy Jo]
Language: eng
Format: mobi
Publisher: John Wiley and Sons
Published: 2012-08-28T14:00:00+00:00

Before we concluded our training that day, he already had a couple of thousand followers. And he was bantering with other talent on Twitter and responding to fans. He was a natural from the beginning. He continues to share his opinions on football and photos of fish he catches to fans who ask.

FOX Sports’s strategy was to provide the proper training for the talent and then free them up to tell the individual stories behind the FOX Sports logo. This humanized the brand from the first day we began working together.

Because social media has an impact on all aspects of business, FOX Sports has also provided training for all departments across the company. It is now a major component of its corporate strategy.

On August 18, 2011, FOX Sports made a major announcement with the Ultimate Fighting Championship that brought the sport of mixed martial arts to the biggest sports network in the United States (yes; that’s FOX Sports) over the next seven years. The announcement played out on social media and was syndicated across multiple channels. Here is how the strategy went down and the results went up:

This teaser to a big announcement is retweeted and/or replied to more than six hundred times:

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