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A peek behind the curtain: How the Chicago Bears engage their social media followers

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Every decision for the Chicago Bears’ brand presence in social media — what, where, when, why and how — revolves around delivering compelling content that followers will want to engage with. The club focuses on reaching many fans from casual observers to hardcore American football enthusiasts. Its presence is all about the content, followed closely by genuine interaction. The focus is on quality not quantity. From the birth of each of its social media accounts, the Chicago Bears have maintained a simple philosophy of providing value rather than promoting initiatives. The most important thing for a brand is to be a good member of its social community. Long-term engagement is of greater value than short-term promotion, and respect lasts longer than attention.
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Keywords: content marketing; content strategy; engagement; social media; value

Document Type: Original Article

Publication date: December 1, 2016

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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