Cristiano Ronaldo est le meilleur athlète sur les média sociaux

Ce sont les mots prononcés par Christian Hernandez, directeur du développement international de Facebook, durant le Global Sports Forum Barcelona 2011, au cours d’une session avec Jonah Lomu, intitulée « Les champions accros au digital: lorsque les athlètes deviennent leurs propres média ».

C. Hernandez au GSFB 2011

Pour Christian Hernandez, Cristiano Ronaldo fait figure d’exemple quant à l’utilisation des médias sociaux pour la promotion de sa personne. Le directeur du développement de Facebook a rappelé à l’audience l’épisode où la star portugaise a publié sur Facebook la photo de son premier enfant et les réactions en chaine qui ont suivi. Les athlètes anglais ont eux plus de mal, notamment dû aux frictions actuelles entre les clubs, les joueurs et la Fédération (cf. mon article sur Newcastle il y a quelques temps)

En ce qui concerne les équipes, Real Madrid, Barcelone & Manchester United sont de loin les meilleurs clubs sur les média sociaux, leurs fans étaient extrêmement actifs et réactifs.

Christian Hernandez en a aussi profité pour pointer du doigt les mauvais élèves des média sociaux. Sans nommer des joueurs, c’est plutôt une pratique qui est critiquée, à savoir la gestion de la page facebook ou du compte twitter par une personne autre que l’athlète lui-même, car dénaturant la relation directe entre le fan et l’athlète. Plusieurs noms doivent vous venir à l’esprit comme par exemple Wayne Rooney avec une page relatant de l’actualité froide (vidéo de présentation de match, interview de Sir Alex Ferguson) qui se fait plutôt l’alter ego de la page officielle de son club.

Jonah Lomu, une des légendes vivantes du rugby néo-zélandais, a abondé en ce sens en affirmant que cette pratique est déceptive pour le fan, expliquant qu’il avait délibérement fait le choix d’ouvrir sa page Facebook au grand nombre, publiant des photos de sa compagne et de ses enfants.

Cette discussion entre Christian Hernandez et Jonah Lomu soulève donc toute la problématique du « personal branding » pour les athlètes. Les média sociaux changent complètement la donne à ce niveau là puisque ces nouvelles plateformes cassent les barrières instaurées par les agents ou spécialistes en communication qui travaillent avec les sportifs et obligent donc les athlètes à revoir leur communication et le marketing de leur marque.

Cette mutation force donc le monde du sport dans sa globalité, que ce soit les joueurs, les agents, le staff technique et les institutions afin d’offrir une nouvelle expérience du sport aux consommateurs que nous sommes.

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