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Organizations cannot expect to set up social networking tools like Facebook, MySpace, or Twitter and expect people to just sign up on a whim. They also cannot expect that most of their stakeholders (i.e. employees, vendors, customers, etc) will know about these tools without explanation or instructions on how to use them.

SunSports/Fox Sports Florida has grasped this right out of the gate, and is developing tools to help users. The first is this viral video featuring SunSports/Fox Sports Florida social networking guru and on-air talent Whit Watson:


How is this video successful in its goal?

1. It tells you what they are doing to communicate with fans.
2. It explains what Twitter is*
3. It tells you how to sign up for Twitter and Facebook.
4. It tells you how to find them using these tools.
5. It tells you who will be communicating with them and what they will be communicating.
6. It solicits feedback and suggestions from their stakeholders.

They could have done a better job explaining what Facebook is and its benefits (i.e. community building) because a lot of people may not know what Facebook it, or do not understand the underlying value proposition.

As far as the video goes, the opening clip of the inside the park home run was a bit long on its own and does not grab the attention with what they are doing. What would have been cool is if they had flown fan's tweets about the home run over the video.

They have also put a shorter video on their home page that launches when people visit the web site. Again, they are telling people up front and marketing the use of their tools.

If your organization is looking for ways to educate stakeholders and market your social media initiatives, this video is a great example to get you started.

Related Link(s)

Eye on Sports Media on Facebook
Eye on Sports Media on Twitter
SunSports/Fox Sports Florida