Local clubs fail to catch social media frenzy
Mqondisi Dube | Friday June 8, 2018 15:05
The days when football team supporters would wait for that weekly publication or the evening radio or television bulletin for news updates, are slowing disappearing into the horizon.
In between the next press or bulletin, supporters relied on ‘unreliable’ word of mouth for updates on the latest news within camp.
But the advent of social media has, or at least is expected to have, eliminated much of the distance between the supporters and clubs.
In the world, La Liga clubs, Real Madrid and Barcelona have effectively taken full advantage of new media with more than 100 million followers on Facebook, while Manchester United are the leaders in the UK.
Facebook is the most utilised platform, with the majority of smart phone users or those exposed to the internet, having access to the interactive platform.
Football clubs the world over have taken advantage of Facebook as it is cost-free, less complicated and has a wider reach.
In Botswana, Facebook has remained far more popular than other platforms such as Instagram, Twitter and SnapChat.
It can be used as a platform to drive meaningful engagement and expose the club’s corporate partners to a wider audience, gaining the much sought-after mileage in the process.
While most clubs have lagged behind in utilising social media as a useful communication tool, trendsetting Township Rollers has surged ahead.
The club has more than 244,000 followers on its Facebook page, which is regularly updated with useful information, including fixtures, general news within the camp and merchandise sales. Player profiles and even graphic line-ups are regular fixtures on the club’s colourful page.
Rollers spokesperson, Bafana Pheto says the club has a dedicated social media person, who regularly updates their social media platforms.
“Nowadays people rely on social media for communication. We saw it fit to have a vibrant Facebook page as it is easier for people to access social media,” explains Pheto.
Fading giants, Mochudi Centre Chiefs slot into second in terms of page popularity, but the Facebook page is not regularly updated, with the likes of Orapa United, Jwaneng Galaxy, Sharps Shooting Stars, Black Forest and Sankoyo Bush Bucks well ahead. Clubs like Black Forest have utilised the platform to advertise their merchandise, where else some use the space to inform supporters about fixtures and general news.
Chiefs general manager, Clifford Mogomotsi admits local clubs have failed to take full advantage of social media.
“There is a lapse on our side. This is one of the new innovations, which we constantly come across during our benchmarking trips. In Spain and South Africa, that’s what they do. We need dedicated officers for new media. Unfortunately, the arrangement of societies, which we currently have, does not cater for positions for such modern trends,” Mogomotsi says.
Botswana Premier League (BPL), chief executive officer, Thabo ‘Styles’ Ntshinogang acknowledges the power of new media, but admitted his office has not engaged clubs on the initiatives.
“Social media, which we call new media in sport, is quite key. It brings huge value for sports. It is surprising that most clubs have not taken care of that platform yet. The sports world is moving fast though. There is what we now call e-sports, which European clubs have jumped into,” Ntshinogang says.
“We have not engaged our clubs on these initiatives yet, but we will in the near future. I am hoping to talk to a few people when I am in Russia (for the World Cup), to come and talk about these issues.”
The social media ‘log standings’
1. Township Rollers
244,587 likes
244,538 followers
Very active *****
Last update: June 01, 2018 Drago, Mpote released
2. Mochudi Centre Chiefs
52,313 likes
52,219 following
Active ***
Last update: May 30, 2018, reaction to TAFIC’s challenge on Chiefs’ affiliation
3. Extension Gunners
25,087 likes
25,137 followers
Less active **
Last update: May 23, 2018 ‘Hallo Guna Guna Let’s go and support our boys’
4. Orapa United
23,167 likes
23,382 followers
Very Active ****
Last update: June 02, 2018 about BPL awards nominees
5. Gaborone United
22,586 likes
22,597 followers
Less active **
Last update: April 28, 2018. Reminder about the next game and a special meeting at Nanogang School
6. Sankoyo Bush Bucks
21,371 likes
21,344 followers
Active ****
Last update: June 02, 2018, about COSAFA Cup quarter final fixtures
7. Jwaneng Galaxy
18,181 likes
18,296 followers
Very active ****
Last update: June 4, 2018, urging fans to vote for the team in the Charity Cup poll
8. Gilport Lions (Relegated)
17, 725 likes
17,718 followers
Inactive *
Last update: December 17, 2018, about trials after some players terminated contracts
9.Miscellaneous
9,643 likes
9,660 followers
Active ***
Last update: June 1, 2018, wishing defender Fortune ‘Mahindra’ Thulare a happy birthday
10. Notwane (Newly promoted)
9,573 likes
9650 followers
Active ***
Last update: June 4, 2018 about the club’s forthcoming Annual General Meeting in Palapye
11. TAFIC (Relegated)
8358 likes
8362 followers
Inactive *
Last update: January 26, 2018, updating cover picture, with team that won the 2002 Coca Cola Cup
12. BDF XI
8338 likes
8328 followers
Less active **
Last update: May 05, 2018, announcing the team’s match against Security Systems
13. Black Forest
8,002 likes
8019 followers
Very active ****
Last update: June 6, 2018 ‘How much do you miss Black Forest in action’
14. Security Systems
5,308 likes
5327 followers
Active ***
Last update: May 24, 2018, about team surviving relegation
15. Police XI
4851 likes
4845 followers
Less active **
Last update: May 6, 2018 BTC Premiership log update
16. Sharps Shooting Stars
4,355 likes
4390 followers
Very active ****
Last update: June 6, 2018, about a key player opting to stay with the team
17. Uniao Flamengo Santos (Relegated)
1,985 likes
1987 followers
Inactive *
Last update: January 12, 2018 about early kick off game against Sharps Shooting Stars due to floodlights failure at the Molepolole Sports Complex
18. Prisons XI (newly promoted)
1,890 likes
1,893 followers
Less active **
Last update: May 18, 2018, About the last meeting of the season
19. BR Highlanders
1,566 likes
1,567 followers
Less active **
Last update: April 14, 2018 ‘Stimela sa lelemela..’