How To Build Social Media Buzz: FIFA World Cup Style

Over the last few months, you may have noticed an increase in shirts, hats, cups, and signage supporting various soccer teams from around the world due to the 2014 FIFA World Cup being held in Brazil. While your nonprofit organization may not have a FIFA World Cup-sized budget, there’s no reason why you can’t use World Cup tactics to create the same type of buzz for your nonprofit on social media. You just need to think in terms of, “What gets people to pay attention,” and consider, “What can I do to build on that?”

Here are some tips for creating buzz online, inspired by the 2014 FIFA World Cup and its success on social media.

1. Promote Togetherness

Sporting events seem to get a crowd on their feet! Ask volunteers to tweet post and talk about your organization. When a person feels a part of a team, they are more inclined to tell the world about it.  Like soccer, it takes a lot of preparation and skill to create winning and lasting messages, but it is worth the time and effort.

2. Avoid Missteps

Remember when the World Cup first started and all the on-air protest that flashed across the screen? Avoid certain missteps by clearly communicating with staff, volunteers and donors. Use MailChimp, Constant Contact or other forms of email marketing to help everyone understand what is happening within your organization. Ask for feedback and make adjustments as necessary. Your organization is only as strong as the people who support it though funding, volunteering and day to day operations. Most people like to be informed and by doing so, you can keep things flowing smoothly.

3. Know Your Audience

Who benefits and supports your message? Where do they shop? What do they care about? During the World Cup, you aren’t going to see commercials for other sports, why? Because they want the focus to be on the World Cup and not anything else. The same rings true for your nonprofit. Align your organization with companies that understand and represent who you are.  Take Nike, they are known for telling people to just do it. Gatorade is known for hydrating all star athletes.  Create partnerships that can support the work you are doing in the community.

4. Celebrate Success

Did you have a record number of volunteers show up for an event? Did the media mention your event? Was a major milestone reached? If so, celebrate! Take time to express your appreciation to everyone involved on every level.  This helps keep the team motivated to provide their best.

Creating buzz takes time, but the payoff is worth it. You are creating a culture of well-informed community members and a team that understand their worth.

world cup 2014 social media infographic

Suggested Reading

  • CBS | World Cup Scores Big Numbers On Social Media
  • Mediabistro | World Cup Marketing – Social Media, Facts & Statistics [INFOGRAPHIC]

Image courtesy of Hubspot

Vannessa Wade

Vannessa Wade is the founder and CEO of Connect The Dots PR in Houston, Texas. An alumna of the University of Houston, Wade specializes in public relations and community development programming for nonprofit organizations and corporate businesses and has been featured in numerous newspaper, television and radio segments.

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