<\/p>\n
How many times have we seen it? A brand (or in this case a sports club) announces a new Facebook page but within just a few hours they already have accumulated a spectacular number of Likes. Point in case, when\u00a0Leo Messi<\/a>\u00a0launched his Facebook page in April, I incorrectly reported that he had obtained\u00a06.6 million new Facebook fans in less than 3 hours<\/a>. After a bit of research,\u00a0#digisport<\/a>\u00a0contributor\u00a0Kristian Gotsche<\/a>\u00a0pointed out that Messi (well, his PR people) had forced ownership of a number of unofficial fan pages to their control with copyright infringement threats. The story received global coverage and it appeared that Leo Messi had somewhat activated his following in just a short amount of time.<\/p>\n Equally, this month,\u00a0Glasgow Rangers<\/a>\u00a0announced that they were adopting social media through anofficial Facebook page<\/a>\u00a0and\u00a0Twitter account<\/a>. I commend the club for embracing social media and it\u2019s good to see yet another football club getting involved with utilising social media to communicate directly with their fans.<\/p>\n However, what caught my eye was the sheer rate of growth Rangers had seen in just a few days. Having closely followed their rivals,\u00a0Celtic F.C.\u2019s Facebook page<\/a>\u00a0over the past few months \u2013 I was surprised to see that Rangers had managed to surpass Celtic. Celtic have about 120,000 Facebook Likes after roughly 6 or 7 months of promotion and engagement. Rangers on the other hand, managed 200,000 in less than a week.<\/p>\n As it turns out, it appears that Rangers forced control of these unofficial pages by claiming copyright violations against their own fans in order to boost their own official Facebook page Likes.<\/p>\n <\/a><\/p>\n Social Media is about nurturing and building relationships, not the number of Likes. Instead, brands should be looking to utilise these \u2018unofficial community managers\u2019 who operate unofficial fan pages in other ways \u2013 perhaps allowing them to continue in some capacity? At the very least, they should be rewarded for their efforts and be made to feel that the brand appreciates everything they have done. Here\u2019s just a few ideas Rangers could\u2019ve done instead:<\/p>\n I don\u2019t think there\u2019s anything too wrong with brands be able to make a claim on pages \u2013 if anything it makes sense in order to moderate fans online. Especially for Rangers, who have had\u00a0recent problems regarding death threats<\/a>\u00a0and sectarian comments on web communities.<\/p>\n<\/div>\n However, I feel that threatening those who took the time to set up and often community manage these pages is just\u00a0plain wrong<\/strong>. This does nothing to recognise the efforts of the administrator (the fan who set the page up), who essentially have being doing a job that the brand should really be paying for. Using the threat of legal action and copyright is a complete cop-out and smacks of the club not caring about their fans in the slightest, and only interested in \u2018having a larger Facebook follower\u2019 (Which any sensible person in social will tell you, isn\u2019t everything).<\/p>\n<\/div>\n How many times have we seen it? A brand (or in this case a sports club) announces a new Facebook page but within just a few hours they already have accumulated a spectacular...<\/p>\n","protected":false},"author":1,"featured_media":6176122682,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"jetpack_post_was_ever_published":false,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":[]},"categories":[68,69,62,71],"tags":[41,131,30],"jetpack_publicize_connections":[],"yoast_head":"\n\n