Only a short distance from New York City lies New Jersey, the home of the Nets. Tonight, the Nets face the Detroit Pistons at 7pm Eastern Time. They will also be hosting Nets Social Media Night 2011, “a chance for our fans and followers to experience a great night of basketball all together live at Prudential Center!” You can click here to find out about ticketing information. Steve Campbell, of Vayner Media, who manages the Nets’ social media answered some questions for me about their event.
Why was social media night conceived?
We came up with the concept of Social Media Night to show appreciation to the fans who have taken the time to engage with the Nets via social media, and who actively and publicly support the team. The concept is nothing new–we’ve seen other teams do similar things in the past–but we wanted to put together a great experience for them that would allow some of our biggest supporters the opportunity to meet one another in person, which we felt would do great things for the Nets community.
What do the Nets hope to achieve from social media night?
One goal was simply to show appreciation to fans who are already a part of the social media community. We also wanted to use this opportunity to introduce Nets fans who weren’t yet a part of the social media community some of the benefits of participating. By doing things like shooting a ‘Jac of All Nets’ episode, a short in-game segment on YES, and having the emcee highlight them during the game, we wanted to build interest and knowledge of the Nets’ social media presence.
What have been some of the successes for the Nets with social media?
We’ve been very successful at building a valuable community of loyal fans on properties like Facebook and Twitter. Since we started, we’ve grown the fan base from very little to 57k Facebook fans and 28k Twitter followers, and we have been able to keep these fans active by engaging them directly. We try to do as much as we can to keep them active via social media. Every Wednesday, for instance, we hold a Formspring hour in which we answer questions from fans from 4-5pm. Last year, we held a Gowalla Night, which was a geo-location campaign we ran to leverage unsold tickets in order to provide an exciting night out for Gowalla users. We were even featured in FastCompany as one of the top 5 most socially savvy NBA teams, behind some very popular franchises.
Who are some of the big players on the Nets using social media?
We try to keep an updated list of our players’ social media accounts on the Players tab at the top of our Facebook page. Anthony Morrow, Kris Humphries, Travis Outlaw, Jordan Farmar, and Johan Petro are all involved in various social media activities.
If you don’t have any plans tonight, consider checking out the New Jersey Nets’ Social Media night!