How U.S. Soccer can use the blogosphere to increase brand awareness (Part II: Allowing Access)
U.S. Soccer has a problem.
Possible endings to that statement include: “the teams don’t play in difficult venues on foreign soil” or “the coaches aren’t top-tier.” But those are things that, given enough time, will work themselves out. U.S. Soccer’s real problem? Marketing; namely an institutionalized inability to do it effectively.
This is the second in a series of three posts that will offer methods for the U.S. Soccer Federation to leverage the soccer blogosphere to increase visibility.
Miss the first one? It’s here.
The Current Conditions
Every time the U.S. Men’s National Team plays, I have a checklist.
If the game is announced far enough in advance, I check my calendar and remove or reschedule any events that conflict with my being able to watch the game. If the squad is playing abroad and the match will occur during the hours that I work, I take the day off of work.
I do all of that just so I can watch the game live on television.
There are two reasons I want to see the game as it happens. First, I’m a fanatic; I love that team with all my heart and I can’t imagine watching a “DVR’d” version of the game and still feeling loyal. Second, I want as much time as possible to compose a post about the game for the following day.
The Perfect Storm
Those two things aren’t as unrelated as they seem at first glance. From U.S. Soccer’s perspective, they comprise a perfect storm. The recipe is simple: take one fanatic, add a dash of eagerness to report the game and the result is almost instant, free marketing.
As I said in the first post of this series, bloggers are in a great position to reach people who are otherwise ambivalent about soccer. So, if U.S. Soccer is serious about spreading their message, they should allow bloggers access to the facilities, matches, and players so they can provide better, in-depth coverage to their audience.
Traditional soccer reporters will always perform their duties in a traditional (and extraordinarily valuable) way and, while the world of soccer journalism is a little different from the other major American sports in terms of chumminess, they simply aren’t going to take on the role of overt cheerleaders.
Because bloggers are not constrained by traditional media ethos, they will see and report the game from a different perspective and, more importantly, reach a different audience. While a reporter writing in Sports Illustrated or on Soccernet will reach the devoted fan, the blogger will perform dual outreach roles, writing for both the devoted fans and the ambivalent observers who make up that all-important, spongy market segment that wants to love soccer but hasn’t been given a reason.
How-To
It’s easy for me to spout off about credentialing bloggers because I don’t have to deal with the logistical nightmare. So, how should U.S. Soccer begin? With a pilot program. The Federation should invite two or three bloggers to one game (on the blogger’s dime), give them some reasonable ground rules and see how it goes.
The worst thing that could happen is that the bloggers write a standard match report. If that’s the case, U.S. Soccer isn’t out any money and there are three more insightful columns about the game. The best thing that could happen is that the bloggers do a bang-up job, take some great “insider” pictures or video, and ask insightful questions that attract massive attention on the blogosphere.
In reality, the result will be somewhere in the middle, where everyone wins.
Addendum: Too Much?
If the Federation isn’t willing to give bloggers that kind of access, here are some baby steps they can take:
- Allow bloggers to sit in on media conference calls. (Put us on mute, if you must)
- Distribute some Creative Commons-licensed photos of the teams/training sessions/games for bloggers so they don’t have to steal them
- Put bloggers on the press release distribution list
- Give bloggers a media kit and access to the media section of ussoccer.com
Photo by Eleventh Earl of Mar
14 comments
Sounds like a great idea, but no way USSF would ever go for any of it. I actually applied for access to the media section of ussoccer.com back when my blog was active and getting a good number of hits. At first they didn’t even have the decency to reply, then when I inquired about it they dismissed me as a just a fan site, as if we couldn’t do any serious reporting (I guess you need a fancy degree or something to be a ‘real’ reporter, I’ll have to ask Jayson Blair). I’m sure they printed up my emails and passed it around the office so everyone could have a good laugh.
I did manage to get their spokesman’s email address, Jim Moorhouse (ok, it wasn’t that hard, it’s on the website). He actually answered some questions I emailed him, and a few responses were rather lengthy, but I always had to dodge the question of ‘Who are you with?’ for fear he wouldn’t respond anymore if he found out I was ‘just’ a blogger (and I never ended up using anything he told me on the blog). Hell, I had discussed with my co-bloggers the idea of flying to Germany, on our dime, to cover the World Cup draw (Dec ‘05). We were halfway serious but the lack of responsiveness from USSF ultimately killed that idea. Like you say, their loss (of free publicity that is).
At any rate, I think your ideas are great but will never happen. Soccer House is strange. Just look at the way the Hope Solo thing was handled.
Anyway, if you get any thing positive from USSF I’d love to hear about it.
and monkeys might fly out of my butt:
First, can I call you AMMFOOMB? You bring up a point I wish I would have discussed. How do you distinguish between a blogger and a reporter?
I think the lines are getting more blurry every day. Look at all the “reporters” who have their own blogs: Goff, Ives, Canales, Bueno…
Great question and a good topic for discussion.
How do you distinguish between a blogger and a reporter?
Good question. I think another one is, Are bloggers really automatically a sub-class anymore? In the world of politics, you see bloggers on major news networks and hear them on NPR somewhat regularly these days. I think the word “blogger” garners a lot more respect than it did even a couple years ago. Or, at least, it doesn’t garner immediate disregard.
Jeremy:
I think you’re right on point. I wonder if the bloggers on those networks are given more credibility because they were reporters first.
Full access like that would get most of it’s resistance from the established media. They are the ones making a living from what they do and don’t want to look superfluous, especially to their employers. Several sports reporters have blasted bloggers, but they come across as idiots who can’t determine which blogs do things the right way and which ones don’t.
I really like the last two suggestions, and see no reason why they can’t be accomplished.
The thing about drive-by media and the blogosphere that can’t be denied any more is the attention the former is starting to pay to the latter. Newspaper sites are now increasingly incorporating message boards and blog space to stay relevant and immediate with their readers.
The immaturity I mentioned in my first post on this subject applies to the blogs as well. As long as the people who cover US Soccer in the mainstream media (and those media who carry the matches) want the blogs kept in the background, they will stay there. I saw a fascinating program on GolTV last year about the European fanzines and how some of them are actually accredited by the clubs they support.
That’s where we need to go. Eventually, I do think we’ll get there. As for the ideas you mentioned, most sports entities nowadays want people to have access to their official statements so it should be as easy for a blogger to check a website for releases as it would be for the site to notify the blogger, if that makes sense.
It boils down to the question of what makes a professional journalist. Right now, the traditional media gets to make that decision and they won’t decide in favor of their competition. That’s self-preservation as much as it is good journalism.
Josh, I think you know I am pretty much behind you on most of this and I noticed just tonight that I can now link to a youtube, US Soccer video in the Fulham blog I contribute to. So someone at U.S. Soccer was listening to us.
I also think you know, as a soccer writer/photographer/ -now audio reporter- as well as blog contributor, I think that we are a big reason for the growth of soccer in this country. The mainstream media wouldn’t give it to us so we’ve created it ourselves. Now many more mainstream newspapers and magazines are being dragged along kicking and screaming because we forced them to by showing them that there are some big numbers out there who care and want the information.
If I hadn’t had the pass to the Thunders Copa MN event I would have never done the audio report that you featured this week. So I am grateful and do wish we could get more access. But just because one can start blogging or create a web site with entries concerning soccer does not make one a journalist. I think it’s easy for us all to want to elevate ourselves to a certain level. But a blog is just a blog. We don’t have to be responsible to anyone but ourselves.
Let’s be honest, newspapers and periodicals are different than we are. They have a public responsibility. There are (in most cases), editors set in place to verify sources, data and statements. In most cases if it can’t be verified it doesn’t get printed. In most cases journalists that work for professional publications take numerous ethics classes. The writers have standards they need to keep as well as records to substantiate.
We bloggers need to do nothing of the sort and can pretty much write whatever we want to. With that in mind, it’s pretty astounding really that there isn’t more crap out there in the blogosphere. Most of what’s out there is pretty reliable and pretty responsible. But I do think that we need to be careful in elevating ourselves too much and say, “I’m just as good as any journalist out there and should have the same privileges as the guy who spends 10 hours a day doing this for a living. That is not to say that professional journalist knows more than we do. Although in most cases he/she probably does. But, they may not and we “may?” have better, fresher ideas. But there is accountability to mainstream journalist that has to be considered when you are a large organization like U.S. Soccer with players that actually represent the country and are under the jurisdiction of FIFA.
So perhaps there’s a way to have two tiers of access. Pros and amateurs. I do know that U.S. Soccer does actually make contact with some of the more successful bloggers and may not give them special privileges but they have consulted with them.
“I do know that U.S. Soccer does actually make contact with some of the more successful bloggers and may not give them special privileges but they have consulted with them.”
Really? Can you give us an example? Withhold the name of the blog/blogger, but please let us know how the USSF has consulted with bloggers. I’d be interested to know.
Jeff: Was that dittohead terminology in the first sentence of your last comment? Nice. Rhode Island may not be an actual island, but it is for me in regards to political views. You just earned an iGoogle subscriber.
Brian Q: You may have summed up what I feel is attainable. Bloggers don’t have to be responsible, but US Soccer bloggers should be able to earn the trust of the USSF by showing a history of being responsible coupled with consistent posting over a time period measured in years. People like that should get full media access. If a blogger doesn’t have quite enough experience, there’s the reduced levels of access the post mentioned.
A very quick way to look legitimate is hosting a weekly podcast. If it’s even halfway professional sounding, that gains instant credibility. It’s amazing how blogs are treated like message boards, but amateur podcasts are mistaken for actual radio shows by 90% of the public. If you can’t swing that, but are great at blogging, try affiliating with a podcast that’s well-respected. Let the host do some blogging and get on the podcast often to gain a little cred. If US Soccer acknowledges the podcast and gives them access, you could piggyback on that and get credentials.
[...] A convincing case for better blogger access (ThroughBall) [...]
It could potentially get out of control, but I don’t think its unreasonable to accept credential applications from bloggers. There is nothing from stopping any blogger from contacting USSF and pleading their own case.
Pretty simple really. You have X number of badges/seats in the press box and a bunch of applications. As is presently the case, the biggest publications get priority and on down the line. So say, thanks to the lack of mainstream interest, that you have 8 extra seats at a US soccer gme after all the professional press has been given entry. The best 8 blogs according to USSF’s tastes get in. Something like the World Cup is too competitive in that regard. Probably the Gold Cup too. But a friendly.
the epilogue to this rests in the fact that getting access to the game as a press person, beyond the initial thrill and free ticket, is that the editorial payoff isn’t much. The meaningful access issue would be focused on the talent - players and coaches - not entry to the game. There is precious little heard or observed (beyond the nostalgic personal experience that is probably a rich mine for a couple blog posts) that you couldn’t get by simply buying a ticket. Add in the ever expanding technology that delivers access, and understandably close-lipped athletes, and other than actually going to the game, which a ticket does as well as a press pass, I’m often just as happy in front of my HD television.
now let me spend a week hanging out with the team and we have got something I can use. which brings us back to throughball’s first installment regarding content. while the beginnings of the blog are rooted in essentially leveraging other content around the web and commenting on it, they have grown as many a commenter here has noted to encompass professionals. As the marketplace gets more crowded, outlets are jockeying for their niche, working toward something that gives a visitor a reason to come to their site as opposed to the multitude of options. So in regards to the specific example of US Soccer videos, do we need to all be able to throw it around? sure it would no doubt be good for USSF to spread their work, but then you have the same video on every blog. thats uncreative to me. the future of blogs rests in the ability of the website to offer something new, produce original content. Even just the injection of professional soccer/beat reporters into the world forces it in that direction to some degree. There will always be space and time on the internet to throw up a funny video or comment on some other story, but more time should be spent on creating something new. Not, in the most cynical sense, begging for handouts.
With some more cooperation between likeminded bloggers really great things could happen - awesome content that presently isn’t available. And before you know it, the whole access issue isnt even an issue because the great work is out there and unavoidable.
After that we can talk about how long it takes for the blogger to become a tired insider like so many of the sports writers out there.
Adam: Your description of how credentialing might work is perfect. I think it is reasonable to give “regular” media first dibs.
There is precious little heard or observed (beyond the nostalgic personal experience that is probably a rich mine for a couple blog posts) that you couldn’t get by simply buying a ticket.
Assuming the blogger gets regular access, they’d have the chance to be in the locker rooms and could attend post-game press conferences. I have to believe that you and I (or any other soccer blogger for that matter) could come up with a great question or two in order to get a good sound bite or an exclusive quote. Speaking of which, I hate waiting until the next morning to look at the U.S. Soccer-approved quote sheet. I’d rather get my quote in person.
So in regards to the specific example of US Soccer videos, do we need to all be able to throw it around? sure it would no doubt be good for USSF to spread their work, but then you have the same video on every blog. thats uncreative to me.
Totally agree—from the creative blogger’s perspective, there isn’t much there. My post was less about how bloggers succeed and more about how the USSF can spread their product.
There are a lot of times where I can see posting a highlight clip after a game. I don’t butter my bread with it but it would be nice to supplement original content.
With some more cooperation between likeminded bloggers really great things could happen - awesome content that presently isn’t available. And before you know it, the whole access issue isnt even an issue because the great work is out there and unavoidable.
And that’s the key. You have to believe that if the content is good enough, the benefits of allowing access will be clearer.
Thanks for a great comment, Adam.
[...] Now, read this. [...]
I received many compliments on my USMNT camp coverage by in 2006 on my blog TriSoccerFan (http://trisoccerfan.com/nucleus/index.php?itemid=125). My daily hits went up by almost 10X during the camp as many folks were coming to my site to find out what was going on in Cary.
What most people don’t know, because I’ve never blogged about it, but it is appropriate now given the topic in this thread…
After credentialing me for the camp and allowing me access to day 1 of camp, someone at US Soccer “discovered” that I was a blogger (and furthermore, a BigSoccer poster) and revoked my credentials on Day 2. (Even though nothing posted on either my site or BigSoccer warranted such an action).
Everything on my site after the first day was done without the support of US Soccer.
I’ve been blogging soccer for several years now, and every PR officer or SID in USL, the ACC/NCAA, (and even one team in the Coca-Cola Championship who visited the Cary area) I’ve approached about covering their team has openly embraced me as a “real” journalist. US Soccer was openly hostile to me.
The thing that really bothered me about the incident was that I acted completely professional throughout the whole situation while their press liaison at the site wasn’t professional enough to even come discuss the situation with me but sent an intern to talk to me after making me wait 2 hours outside the gate of the camp to explain to me why my credential was being revoked.
There is certainly some constraints on what US Soccer should/could allow, but their open hostility to me personally and their lack of professionalism in dealing with the issue back in 2006 has certainly left me with ZERO interest in continuing to promote them through my site.
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