MGCC PERSPECTIVESMAY JUN 2018 9 COVER STORY With 59 million followers Bayern Munich is the most successful Bundesliga club on social media In recent years social media has undoubtedly become a part of everyday life especially for the younger generation and it didn t take long for football clubs to recognise the enormous potential of being active on social media platforms such as Facebook Twitter and Instagram It is not only an easy way spread news and promote their team and players but also to directly engage with fans all over the world The most followed clubs on social media taking into account the combined followers on Instagram Twitter and Facebook are Real Madrid 190 million Barcelona 185 million and Manchester United 111 million With 59 million Bayern Munich is the most successful Bundesliga club in terms of social media followers coming in at 6th place This is mostly due to the fact that Bayern Munich is the most successful German side and has quite a few World Cup winners such as Thomas Müller Manuel Neuer Jerome Boateng and Mats Hummels in its ranks However the Bavarians also know how to keep their fans all over the world happy their official Twitter account for instance is available in four different languages On Facebook they send out personalised messages to their fans like for Chinese New Year Eid al Adha or Indonesian Independence Day making their supporters feel truly special While the other Bundesliga clubs may have less following on social media than the Bavarian giants they all use their platforms to great effect particularly on Twitter Clubs like Borussia Dortmund Hertha BSC Borussia Mönchengladbach and Bayer Leverkusen have a reputation for being witty and creative through the use of GIFs videos and images David Görges Head of New Media CRM at Borussia Dortmund said in an interview with DW that the club purposefully uses a casual tone on its Twitter account to avoid sounding like an official PR department instead it s all about engaging with the community Our marketing claim is to be real with our fans and we represent that on our social media channels too Even though one wouldn t typically associate Germans with a sense of humor according to the well known stereotype the Bundesliga clubs prove on social media that they can indeed be witty and quick on the comeback One of the finest examples of making the best of Twitter was a hilarious exchange between the social media teams of RB Leipzig and Borussia Mönchengladbach on February 3rd when the two German sides met in the Bundesliga it turned out to be a rather mediocre game When neither team had scored by the 80th minute Gladbach and Leipzig played a little game of Tic Tac Toe on Twitter while the actual match was still taking place The Tic Tac Toe game ended in a draw but on the pitch Ademola Lookman eventually scored for Leipzig in 88th minute The Importance of Social Media in Football

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