10 Things Tim Tebow Can Teach Brands About Social Media
It was a historic run for the Denver Broncos but unfortunately one that ended over the weekend with a devastating beat against the New England Patriots 45-10. On the bright side, Tim Tebow’s outstanding overall performance, during the playoffs, will land him the spot of the official starting quarterback for the Broncos. With that being said, here are 10 key takeaways Tim Tebow can teach brands about social media:
1. Be Human. Be Real. – What separates Tim Tebow from other Super Star NFL players is his level of awareness about himself and others. Here’s what Rick Reilly had to say about him,
“Every week, Tebow picks out someone who is suffering, or is dying, or who is injured, flies them and their families to the Broncos game, rents them a car, puts them up in a nice hotel…gets them and their families pregame passes, visits with them just before kickoff, gets them 30-yard line tickets down low, visits with them after the game (sometimes for an hour), has them walk him to his car, and send them off with a basket of gifts.” (Read the full article here: http://es.pn/xDUFOa)
Does your brand have this level of commitment to the community you serve? Your brand is an extension of who you are as a company and its culture, what you do “off the field” carries just as much weight as it does “on the field.”
2. CARE - Absolutely. This deserves its own category. There is NEVER enough “CARE” for brands, big and small. If Tim Tebow has time to visit his fan just before kickoff, brands have no excuse but to do the same before a product launch. However, if product launches are the only time your brand reaches out to the community, well then that’s not really caring, is it? Obsess over questions like, “What ways is my brand extending our CARE to my customers/clients/community?” If you or your brand is not addressing this question, you’re missing a fundamental building block for the future of your community.
3. Be CURRENT - On Tim Tebow’s website (www.timtebow.com), you’ll see strong calls to action. You’ll see relevant social media plug-ins that help his fans connect with him. You’ll see updates of his latest tweets front and center “above the fold.” In the current digital age, there is no excuse for your brand not to have the social tools to connect with your community. First of all, it’s free. Second, it has the potential to substantially increase the size of your community in a short amount of time. This is true for brands of all sizes. In a matter of seconds, a single persons’ opinion about your brand can be amplified to hundreds of people instantly. You/your brand can choose to embrace real time connections with the community, or always be chasing a step behind.
4. Have a PERSONALITY - CBS analyst Shannon Sharpe reported, “The fans love this guy.” (Full article here: http://bit.ly/yLTL3p) His personality is contagious. Tebow’s featured video on his website is two minutes and thirty seconds long. In that time, he has given a snapshot of who he isn’t afraid to be. HIMSELF. There’s nothing worse than a brand without a clear sense of who they are. Not only know your brand, but OWN it. If your brand’s personality is dependent on a marketing strategy, well then that’s an area your brand needs to work on. Ultimately, you need a brand VOICE.
5. EXECUTE - It is not a fluke that Tim Tebow was the first round NFL draft pick for 2010 and the first ever sophomore to win the Heisman Trophy. The last minute touchdown, against the Steelers, showed the NFL community that he CAN execute under extreme pressure. If your brand isn’t delivering on its goals, don’t be afraid to drop what you’re doing and re-asses your brand model. In this industry, actions speak louder than words.
6. Have CHARACTER - This is what Tim Tebow has to say after the devastating loss against the Patriots, “Any time you’re getting beat like that; it doesn’t change how you fight. It didn’t matter whether it was the first play or the last play or whether we’re down by 42. … I wanted to be the same player.” (Full article here: http://www.tebowzone.com/) If brands can carry that same attitude even with the most disappointing results, which every brand will inevitably face, it will not only force you to think about the core of your brand but it will also inform the choices your brand makes in the future.
7. Have Original Content - Unless you’ve been living under a rock these past weeks, you’ll know that Tebowing is now an official dictionary term defined as, “to get down on a knee and start praying, even if everyone else around you is doing something completely different.” (www.tebowing.com) Dedicated and loyal fans have made “Tebowing” into a trend and has spread across all media channels including a local New York News Channel. You’ll see lots of schwag (T-shirts, hats, cups, etc.) with a Tebowing logo which is instantly recognizable. Does your brand have this kind of influence to the community your brand serves? The real question is, does your brand give fans something great to talk about? Maybe getting your own dictionary word is a reach but we think that serving original content is a good place to start for any brand.
8. Get INVOLVED - The truth of the matter is there is no way your brand can understand your community by sitting on the sidelines and reporting in from the outside. Being involved means active participation in the conversations taking place around your subject matter.
9. Have a MESSAGE- In the world of social media, there is heavy emphasis being placed on specific platforms brands use to deliver the message when the truth is, it’s the MESSAGE that counts. Consider Tim Tebow’s virality across various platforms: Facebook, Twitter, Tumblr, G+, etc. It wasn’t the platform used, it was the MESSAGE.
10. Be Humble- Despite the historic loss for the Broncos against the Patriots 45-10, there’s one thing that cannot be taken away from Tim Tebow. According to the ESPN Sports Poll, Tim Tebow is now America’s favorite pro athlete but here’s what Tebow had to say in response, “…I hope people see I’m real and genuine. I hope they see that I make a ton of mistakes but that I always get back up and try again.” (Full article here: http://es.pn/wWCdpB) It’s not hard to see why Tebow has over a million fans following him on Twitter. Can your brand be humble enough to admit to mistakes but show willingness to care genuinely about the community? Remember that, in the end, your brand is an extension of who you are as a company and its culture.
