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#SOCIALHAMPDEN2013

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Broadfoot thrown into PR deep end with negative attacks – Contently Managed, Nov 2009

“The SFA has always taken a pounding off the fans – in part because they come across as aloof and in part because the team isn’t doing well.

“It does also give the SFA – through the new guy – a chance to start afresh. Be more open and engaging with the fans: a twitter news stream, a blog, perhaps some video, iPhone apps. None of these things are revolutionary and could help build up goodwill, and perhaps be used to build interest in the SFA past the starting 11 of the first national team.”

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Challenges

• Small, conventional Communications Dept• Insular, reactive mindset throughout ScottishFA due to incessant criticism• Perception of aloofness as a result• Outdated, inflexible website• Communications v Marketing stand-off• No over-arching corporate strategy

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Progress

• Scotland United: 2020 Vision published inc Respected and Trusted to Lead

• Digital team created from existing staff• Website relaunched • Corporate and Brand identities created• Social audience of around 200,000

generated• New Chief Executive embraces new

‘transparent’ era for Scottish FA

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And then . . .

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The perils

• Summer situation places the whole of Scottish football in crisis mode

• Control of message lost amid Scottish FA/SPL/SFL uncertainty

• Chief Executive becomes a target• Twitter and Facebook become submerged

with negativity and hostility• We learn how to open envelopes safely

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Lessons learned

• Social media must form key part of new Communications Strategy

• Scottish FA must be more campaign driven• Sometimes you cannot halt the tide, so stop

wasting time by trying• In times of crisis: stick to the plan• Engage, educate, entertain

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Everyone thinks of changing the world but nobody thinks of changing himself

– Leo Tolstoy