When sports teams first began using social media, they gained followers and fans primarily because of their brand. Fans wanted to be part of their favorite team’s community and sports teams were more than happy to have them. Still, many sports teams eventually faced the realization that their brand could only bring them so far. Teams that relied on their brand identity to generate interest soon discovered that after most ‘hardcore’ fans had discovered their teams Facebook or Twitter page, the numbers dropped off. To attract the casual fan, teams had to prove to them that they could bring value.
For teams, providing value to fans means winning games. Winning games fills seats and keeps fans happy. When it comes to creating value on social media platforms though, winning doesn’t necessarily translate into happy fans or engagement. Winning will get fans interested in a team, but it doesn’t necessarily mean it will get them to follow or like their fan page.