Calling all Manchester United fans

There is a blog post over on Social Media Today that demonstrates as well as just about anything I’ve seen written why you should almost never listen to folk who call themselves ’social media experts/gurus/consultants.’ Awarding itself the grand title: World’s Most Valuable Soccer Team Doesn’t Get Social Media the author proceeds to show almost zero understanding of The Beautiful Game or the people who are part of that world. Instead in an all too familiar holier than thou tone I’ve come to expect from these dopes, he says:

In a statement posted to the team’s website last week, the communications department stated, “The club wishes to make it clear that no Manchester United players maintain personal profiles on social networking websites.” The company continued, “Any official news relating to Manchester United or its players will be communicated via ManUtd.com.” That’s why we’d like to award them for having the dumbest sports marketing strategy.

Needless to say, I ripped into said person in somewhat sarcastic fashion. Others were more considered. Somebody called ‘Alec’ said:

There’s no incremental gain to the Manchester United brand by having a backup midfielder, or even Rooney himself, blog or tweet from the road on a ManUtd sponsored channel. Plus, like the Yankees, the Manchester United brand is bigger than any individual player. It’s why Beckham and Ronaldo can leave the club and the fan base will support whoever steps in their place. Finally, let’s not forget the “Social” aspect of football fans – the fact that they are going to pubs 6 hours before game time to sing, drink, chant, etc… together. That’s way more powerful than chatting with each other in a Facebook Group. I think it’s a good decision for Manchester United to leave the control of the “fan” pages in the hands of the “fans.” Why introduce an artificial corporate variable into an already existing organic fan experience?

Anyne with a modicum of understanding about football will realize Alec is bang on the money. Which brings me neatly to the world of the professional.

I have for the longest time said that professionals should write blogs. Many seem bemused by the question: we’re too busy, what would we say? we don’t want to blatantly promote, we’re not sure clients would care…the list goes on. Many talk about networking and the need for face to face meetings in order to make the kind of marketing impression they believe will win business. Very often they’re really talking about meeting other influencers like bank managers, lawyers and the like in the fans equivalent of the local boozer aka 19th hole. The trouble with that is it’s a second hand way of reaching those the professional intends to influence and is never a guaranteed way of ensuring that the message you really want to convey reaches anyone.

Unlike football fans, clients don’t congregate in large numbers every Saturday afternoon although they may do so in smaller numbers in industry specific associations from time to time. And of course you should be making an effort to attend those kinds of event. But in the meantime and if you are serious about running a business as opposed to a practice, then surely it makes sense to stand alongside your clients?

So…What’s stopping you from doing that? Given the profession is one of the last to jump on any bandwagon (because it is too busy etc etc) then why not give it a shot? There’s plenty out there that are putting a toe in the water. And who know where it might lead?

Here I’ve got to give Richard Murphy some extra kudos. Alongside acting for the TUC and having a toe in Whitehall, he’s landed a prestigious gig at Forbes. And all (well mostly) because after a bit of badgering from yours truly, he started what is now a popular blog on tax avoidance and professional ethics. It doesn’t get more arcane than that in some people’s eyes but so what? Hat’s off to the fella for going at what he knows best and sticking relentlessly at the topic. Knowledge, dedication, continuous training at this thing we call blogging pay off.

For myself? I didn’t think 2010 would be particularly busy. Instead I am run off my feet with appointments booked almost through the end of the month and then again in February.

Bonus link: Here’s David Blaine’s explanation for why magic is so special to him. It’s called How I held my breath for 17 minutes. The enthralling video runs 20 mins. See the connections?

Bonus link 2: The Register takes the view this is command and control freakery but without any of the nuance or understanding of the game.

Bonus link 3: if you’re into cricket then you should check out TestMatchSofa. An antidote to some of the drier commentary you’ll see/hear on Sky Sports and reminiscent of many a good time spent on the Western Terrace at Headingley. Even if Nasser Hussein does think it’s not a place for families.

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Tagged as: David Blaine, Manchester United, Richard Murphy, Social Media Today