Lessons for Mainstream Brands from Two Sports Celebrities

I am not going to use superlatives to describe two individuals who I greatly admire, as no amount of it will be enough to express their greatness. It will also definitely not make sense to compare the exploits of Roger Federer and Sachin Tendulkar on the field of play either as they both are masters at sports which are as comparable as chalk and cheese. This article just aims to point out a couple of simple points on their social media presences, which are useful for businesses.

Both Federer and Tendulkar  have an enormous fan following (Sachin, probably to a lesser excellent due to the not-so-global reach of cricket) across the globe. They both handle the celebrity status with the utmost humility and they're both wonderful human beings who set excellent examples for those who look up to them. Being a fan of both Sachin and Federer, I follow them on Facebook and therefore I check for updates from these pages. Tendulkar has a Twitter account too, which I follow. When it comes down to how they fare on Facebook, I think Federer has an edge over the little master. I'm not saying that this will cause Tendulkar any distress, as he and also Federer for that matter, have better ways of getting people to talk about them. Federer has 5.7 million 'Likes' compared to Tendulkar's 1.9 million, but these statistics hardly mean anything and cannot give a more inaccurate reading of the number of admirers they have. 

Graeme Smith Reveals Retirement Plans

Graeme Smith, at a press conference after the first day of the deciding Test match between India and South Africa, has announced that he will be retiring. There was a twist though in store for everyone. As we all know some players have in the past retired from one form of the game or other as they wanted to devote more time and effort to their preferred format be it ODIs, Test matches or more recently T20 cricket. Smith though went one step ahead when he announced, "Well ya, I have decided to quit from all matches which will feature Zaheer Khan in the opposing team. Ya, this will help me focus on bowlers who I am more comfortable against" after having being dismissed by Zaheer for the 11th time in his career.

Saurav Ganguly when told about this development gave his customary look of disbelief by batting his eyelids at the rate of three times per second. "If I had retired from matches played in Australia, South Africa, New Zealand and West Indies, my average would have been much higher. This is not right. Soon you might have people retiring from short pitched bowling" he said, suggesting that he might have considered various kinds of retirement plans to suit his batting average.

"We do all of these things" @VodafoneUK

A couple of months ago, I was doing some groundwork on the social media strategies of some of the top brands in the mobile phone operator market. I was initially looking through each of their social media pages. There were some of the questions I wanted to try and get answers to. Does the brand have a specific strategy on a particular channel that is identifiable from interactions on the page? Is there two way communication or is it just the brand shouting in to deaf ears? What is the brand trying to achieve through their presence on these social channels? 

One of the brands I happened to be looking at was Vodafone. I landed on the @VodafoneUK Twitter page and found it interesting. There were the names of the staff designated to handle the interactions on the page and a quick look at the page would have told any person that Vodafone were basically answering their customers questions and issues they were experiencing with the service. The page just screamed "customer service". Nevertheless, I decided to scroll down through almost a week's tweets just to make sure I wasn't missing anything obvious. At the end, I just confirmed my initial assumption that the page was being used primarily as a customer service channel. 

Then I read what they had mentioned in the 'Bio' section. It mentioned that the page was meant for promotions/offers, competitions and product news. It didn't say a word about customer service. I found that strange and decided to ask them. 

It's probably a good thing that Vodafone were saying they were doing just what their online audience was demanding of them. Still, I wasn't entirely convinced because when you have a majority of the tweets answering customer queries and complaints, something related to customer service ought to be part of the bio section. 


The company's headline on the page is what a lot of people would look at when they started to 'follow' them. If people just looked at the tweets they would in all probability think just like I did and send tweets if they were having trouble with their services. So its no wonder that they had to do "what people ask us" as those who didn't read the Bio section will look at the tweets and say "Well, looks like we can just ask them about that problem we're having over here". What I found even more puzzling was that they had  a separate account called @VodafoneUkdeals that was meant for deals and online exclusives which now has this headline.

After my tweet to them, I kept visiting the @VodafoneUK page once in a while to see if there was a change but for a few days it didn't happen. Recently, I happened to check back (I was trying my luck on their #mademesmile campaign; that's another story if you're interested) and I did see something different this time. 

Vodafone probably realized that they had made a mistake. The 'Bio' now is a lot more generic and does not spell out anything specific that they aim to do on Twitter. So it was either just oversight that caused the mistake or there was a flawed social media strategy, wherein they were not exactly clear what they wanted to use Twitter for. I think it's the latter, as they still don't seem to be entirely sure if they should use it for multiple activities or just customer service. This is true for a lot of brands who are just "there" on social media websites but are still very unclear of what they aim to achieve out of that presence.

I don't want to claim here that I prompted the change on their Twitter page, but when asked they didn't acknowledge the fact I was pointing to and then changed it in course of time.  What does that say? Well, I'll let you make up your mind on that one.