Wimbledon: Serves, Spins and Smashes From the Social Court.

Our social sideline reporters have tuned in to all the action served up at this year's Wimbledon.

Caitlin Brennan
July 6, 2016 - 3 min. read

Ladies and Gentleman, Wimbledon has returned! For a second year, Falcon is following all the volleys. With big names like Novak Djokovic and Stan Wawrinka out early, this year has been exciting on and off the court. Millions are watching the stars battle on Wimbledon’s famous grass for glory, pride, and a shiny trophy. All over the world, people are using social media to exalt the victors or wallow in defeat. One thing is for sure: if you score love on the court, you get no love from the fans. Wimbledon has served up some social surprises, though many established players remain able to be heard above the racket.

Channel surfing
Sam Querrey, a relatively unknown player shot to prominence when he defeated Novak Djokovic in a shocking upset. 
Check out the spike in tweets during and after their match.Screen Shot 2016-07-07 at 10.13.12 AM

The surge in conversation was dramatic. Unfortunately, when the spotlight shined on Querrey, the up-and-comer’s six total outdated tweets did him – and his sponsors – no favors. By not having an established presence on Twitter, Querrey missed the opportunity to engage on the most popular channel for discussing Wimbledon.

The good news is that his Facebook page, though updated rarely until quite recently, has a good mix of humanizing content and quality sports photography. A little work done a year or more ago paid off when people started searching for him on Facebook after his historic upset.

This instance shows us that you while it’s important to know what channels your audience frequents, it’s also important to not neglect profiles on popular channels. Even if one of your social pages isn’t heavily trafficked at the moment, by continually building a presence across social channels you provide credibility and additional venues for fans to interact with your brand.

No win, no problem for Novak
A dramatic increase in social chatter tells us one thing, a lot of people are talking about the same topic. It’s paramount to understand the sentiment behind the trending topic.
For example, even though Djokovic was the loser on the court, he still had more mentions than Querrey. Djokovic also had a smaller percentage of negative mentions than the guy he beat. 

Screen Shot 2016-07-07 at 10.16.02 AM

Being aware of the conversation sentiment can help prevent issues from snowballing, and gain insight into fan likes and dislikes. Knowing your audience is key. 

No unforced errors for Williams
Faring far better on the court than Djokovic, Serena Williams also has a higher percentage of positive and lower percentage of negative mentions. Her followers are receiving professionally-made content from her sponsors, including video ads and testimonial photos. Years of dominance on the court and careful management of her public persona have made Williams a media juggernaut.

3In the same vein, prepare shareable content in anticipation of an event. You’ll be busy engaging with fans and likely won’t have time to create content and keep the conversation going. 

What’s the best way to be a social media ace?
If you’re a professional tennis player, the formula is simple. Win tournaments, repeat. Attention can move very quickly from one game to the next, so sponsors should have content ready to go no matter the outcome. For social media managers, the advice is still relevant – monitor social traffic and be ready to reply in real-time with quality content and conversation.

Effective Real-Time Marketing

What you need consider to create compelling content that engages your fans in real time.