An Ear To The Ground: Listening To The Groundswell

One of my favorite chapters in this really well written book, Groundswell, by Li and Bernoff is the chapter on Listening to the Groundswell.

As I stated in my previous post, to me, social media is all about engagement and how up close some of the platforms can bring you. I especially love the connection between professional athletes, teams and the fans or followers.

And just like any business, professional teams take heed from the groundswell and react accordingly. Recently, fans at several National Football League stadiums complained about the fact that while they were watching the game in the stands, the were unable to check their fantasy football scores because the wireless internet at the stadiums were not sufficient enough.So the NFL stepped in and set wifi minimums for their venues. The buzzwords being thrown around regarding this situation, were "enhancing the in-game experience." Having an excellent signal allows fans to not only check on fantasy rosters but helps them engage (there is that word again) with the team they cheer for.

Think about it. Bob sits in Section 1, Seat 30. He tweets a photo of a marriage proposal of the two people next to him and mentions the home team's twitter handle? Does that image not get retweeted and shared over and over again? And who gets credit for it? The home team because, remember it is their followers who are going to share it and truly spread the word. That's listening to the groundswell 101.

Another great example took place this summer with the New England Patriots and the Deflategate fiasco. After the NFL levied their four game suspension against quarterback Tom Brady and it seemed as if Brady, the face of not only the organization but of football in New England, would miss the opening game of the regular season. With the Patriots coming off of their fourth Super Bowl title last February, Patriot fans were in an uproar. One of the great perks of winning the Super Bowl, is the fact that you get to play the first game of the NFL season at home on a Thursday night rather than a Sunday afternoon. That puts all eyes on you and your team and it is truly the first time the team gets to celebrate their championship with their fans. The highlight of that night - other than a win of, course - is watching the championship banner that will hang forever in that stadium being unveiled.

We've been waiting 4 you. #Patriots

A photo posted by New England Patriots (@patriots) on Sep 11, 2015 at 4:18pm PDT

With Brady's penalty looming - meaning he would miss the first four games - including the spotlight opening Thursday night - Patriot fans jumped into action. The twitter hashtag and twitter profile NoBradyNoBanner started trending and it became a regional chant, a motto if you will, about the Patriot fans' perception that they and their quarterback were being unfairly targeted by the NFL. Their thought was that if we can't have our quarterback, you can't have your banner.

As Li and Bernoff discussed, listening to the groundswell can bring new insights and the insight was something that captivated a region and a legion of fans. Fortunately for the NFL, Brady had his suspension overturned on appeal and was able to play opening night. Meaning the banner reveal could go on as they needed it to. Had the suspension not been overturned, the Patriots were prepared to raise an alternate banner on that Thursday night.

THIS is the banner the @Patriots would have unveiled tonight if Tom Brady did not play @nflnetwork pic.twitter.com/VemK9oNyY6

— melissa stark (@melissastark) September 10, 2015

The groundswell and engagement of Patriots fans - the private network in this case - led to action by the team and as the word spread about #NoBradyNoBanner, they were prepared to act accordingly.

What has ensued since is a belief from Patriot fans that the team listens to them, hears them and respects them enough to take their concerns and matters seriously. Isn't that all we ask for as consumers?

Banner drop in slow-mo? Love it.
Posted by New England Patriots on Thursday, September 10, 2015