Strategy

While many understand the interactive nature of social media, few do it like WWE. Starting in 2007 with their Facebook page, they were slow to gain momentum. Many fans were hiding WWE posts on their wall and there was little overall interaction. But in the past year and especially since the official deletion of their internal social network, WWE Universe, in January 2011, WWE has invested heavily in Facebook, Twitter, and YouTube engagement.

As Mark Keys, VP of Web Production, told us, “WWE utilizes social media as a way to further engage fans and extend storylines beyond the ring.” They do this by focusing on content as highly engaging and quickly consumable (<2min). WWE’s “digital strategy galvanizes the millions of WWE fans across the world, by supplying them with relevant information including posts on promotions, ticket sales, upcoming pay-per-views, newly released DVDs, programming updates, and more,” says Keys. To showcase their addictive portfolio of content, they follow some golden rules:

• Establish a viral loop
  • Everything should link back to the website
  • But it should be teasing enough to make people click-through
  Play both sides
  • Expect and allow for likes/dislikes
• Socialize, don't advertize.
• Don't just upload content, make it interactive.

Facebook is clearly the best way to reach their fans, and they know it. WWE reports, as of August 4, 2011:

WWE’s Facebook following has 36,509,748 total fans. The network of 112 pages added 2,707,773 fans in July alone. WWE’s main Facebook page has 6,464,336 fans and the page has added 244,258 fans in July for 3.94% monthly growth. According to FanPageList.com, WWE is the no. 44 most-followed brand on Facebook and no. 2 most-followed sports brand on Facebook (behind the NBA). John Cena is 8th most followed athlete, and Diva Kelly Kelly is the 8th most followed female athlete on Facebook. All of this makes WWE one of the top 50 brands on Facebook.

Twitter

Twitter allows for even shorter, more up-to-date, more consumable content and greater expression of different parts of the WWE community. With over 120 superstars/divas, the WWE network is very busy tweeting. Twitter statistics, as of August 4, 2011:

WWE has a network of 95 Twitter pages with a total of 9,664,598 followers. Our network gains about a million followers a month. John Cena’s Twitter page has nearly 800,000 followers.

As Twitter grows, so does its relevance within the WWE Universe. With so many pages in this unique channel, WWE will most likely use this as a main venue to promote WrestleMania XXVIII in April 2012, their biggest live pay-per-view event of the year. With John Cena vs. The Rock as the main attraction, Twitter provides ample opportunity to develop this feud.

Yet, with so many of their superstars/divas on Twitter and tweeting more frequently, avoiding social media backlash is almost impossible. Luckily for WWE, the more controversy and feuding that occurs, the more engaged their fans become. For example, the early 2011 Twitter feud between CM Punk and Buffalo Bills' Shawne Merriman provided great entertainment for fans and press alike.

Social Media Champion

The numbers show a firm grasp over the content hungry fans of the WWE community. Every new talent acquisition, video, feud, and controversy incites their fans to interact, and WWE seems to have invincibility in the social media sphere. While it is important to maintain brand equity and relevance within its complex network of sites and content creators, they don’t have to worry about censoring themselves to an easily offended audience like other brands do.

When it comes to bad press associated with their brand (such as violence and discrimination), they work hard to partner with positive causes and promote tolerance. This can be seen through their relationship with the STAR (Show Tolerance And Respect) campaign, “whose mission is to ensure a positive and equitable social environment for everyone regardless of age, race, religion or sexual orientation.”

WWE shows no sign of slowing down, with their digital fan base growing by the day. Watch out NBA, WWE is on track to knock you out as the top sports brand on Facebook in just under two years.

Food for thought:

• 37.2 million aggregate Facebook Fans
• 800% increase since April 2010
• 9,664,598 Twitter Followers
• 14 country specific websites
• 13.5 million monthly unique visitors to WWE.com
• More Facebook fans than Oprah and Obama…combined.