In the battle for social media ‘followers’ the fan experience is key

In the competition to win over followers, providing the right fan experience is the “front line” in today’s game. 

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Football is no exception – top federations are transforming their organisations into real global brands and attracting audiences from all over the world. 

While some African countries are still lagging behind, Tanzania, Morocco and South Africa are leading the way in building worldwide audiences.

Social media provides convenient and efficient channels to reach and engage their citizens scattered across the globe.

The Tanzania Football Federation (TFF), the South African Football Association (SAFA) and the Royal Moroccan Football Federation (FRMF) have made headway in engaging their respective fans on platforms such as Twitter, Facebook and Instagram. 

With 374 000 followers on Twitter, 124 000 on Facebook and 1.3 million on Instagram, the TFF is hyper active. 

SAFA also occupies the field with 264 000 followers on Twitter and 82 000 on Facebook.

The FRMF has made significant progress in the last two years and has 469 000 followers on Twitter, 670 000 on Facebook and 525 000 on Instagram. 

Digital marketing specialist Moonira Ramathula, who is also the founder of Futballing Girls, believes the use of social media is the future in terms of improving and expanding their business, whether this be for marketing purposes or as a medium for directly communicating with their fans. 

“Most of these associations use social media to get their organisations out there and their brands out there. Covid-19 forced them to go digital because without social media presence fans don’t get to know you and what you’re doing,” Ramathula said.

With a bilingual website and a daily presence on social media in Arabic, English and French, the FRMF ensures the continuous dissemination of information: training camps, activities of the association, interviews, photos and historical reminders.

Social media influencer Priva Abiudi Shayo notes that the Moroccans “diversify the content and ensure a proximity with the fans”. 

“The communication around the women’s national teams is just as well organised as the men’s teams. It’s obviously not an easy task and requires consistency. The FRMF, which does not only communicate on social media, but has a strong international communication gives them an edge on the continent.

“The African and international press seized daily the opportunity to talk about soccer in the Kingdom and the news of the FRMF. Probably the best communication of the continent,” Shayo said.

The TFF, he believes, has also remained in the same path. With diversified and consistent content, “the TFF demonstrates that Tanzania is a great football nation, driven by its social networks and its clubs such as Simba SC or Yanga SC”.

Shayo is convinced TFF’s constant communication allows Tanzanian players to gain visibility on the African and international stages.

Ramathula notes that the associations would also do well if they “used the platforms to educate the public” on various topics ranging from mental health issues, racism and other football-related matters.