A peek behind the curtain: How the Chicago Bears engage their social media followers

Matt Koch

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 3, 207-216

Abstract: Every decision for the Chicago Bears’ brand presence in social media — what, where, when, why and how — revolves around delivering compelling content that followers will want to engage with. The club focuses on reaching many fans from casual observers to hardcore American football enthusiasts. Its presence is all about the content, followed closely by genuine interaction. The focus is on quality not quantity. From the birth of each of its social media accounts, the Chicago Bears have maintained a simple philosophy of providing value rather than promoting initiatives. The most important thing for a brand is to be a good member of its social community. Long-term engagement is of greater value than short-term promotion, and respect lasts longer than attention.

Keywords: social media; engagement; content strategy; content marketing; value (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3865/download/ (application/pdf)
https://hstalks.com/article/3865/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2016:v:4:i:3:p:207-216

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().