Cycling Social Media

News & Results

01/23/2012| 0 comments
by Neil Browne
Cadel Evans got a kick out of surprising Thor Hushovd with the birthday gift of a Geelong Cats jersey. Photo copyright BMC Racing Team.
Cadel Evans got a kick out of surprising Thor Hushovd with the birthday gift of a Geelong Cats jersey. Photo copyright BMC Racing Team.

Cycling Social Media

Social media is part of the marketing strategy in cycling. Who is doing it well?

Social media is part of the marketing strategy in cycling. Who is doing it well?

If you don't know already I'm a fan of social media. The immediate access to the people in the sport - and sometimes the unfiltered views - is great for both the person who is writing about professional cycling as well as for the fan. With the 2012 Santos Tour Down Under in the books we got to see who was on top of their social media game as well as who to "follow" during the season.

The key to an affective social media campaign is to be authentic. RadioShack-Nissan failed with this early on with some obvious team issued plugs from one of their title sponsors. However, they did stream the team's launch from Luxembourg, something that few teams have done. And yes, those of you who follow me on Twitter might have noticed, I did make a few snarky remarks regarding the presentation - but I thought they were deserved.

The announcer failed to do a quick interview with reigning U.S. national road champ Matt Busche. Sure, I know the audience was Luxembourgian, but if you have a national champion on the squad and you're streaming live to the world, it couldn't hurt to spend 20 seconds with the guy and show a little love to North America. Remember, that's where one of the team's title sponsors is located.

Aside from a few opening day gaffes, the RadioShack-Nissan site now looks good. At the launch there was a snafu with the team roster but that's been cleared up. Now the site is filled with video and reports.

Thankfully the very popular Jens Voigt hasn't drunk from the team Kool-Aide yet and is still keeping it real on Twitter. He's updated his followers on his fish tank, tweets from the Santos Tour Down Under and dealing with his six kids. Good stuff.

I know I might get crucified for this next statement - I like the RadioShack-Nissan team kits. It's a clean design and doesn't look like the sponsors' names were blindly thrown onto the jersey - I'm looking at you Vacansoleil-DCM.

Let me take a short detour while I'm talking about cycling kits. If you've been around in this sport you've probably seen some designs that swing widely from the outrageously ugly (remember the Castorama kits?) to a local team that had misspelled the word "peloton" (Team Peleton). However, I tip my hat to the French Division 2 team UV Aube. The blog INRNG wrote about this squad and their sponsorship with a lingerie company. On the front of the jersey is a model highlighting the team sponsor's product. Now that's thinking outside the box! This sport needs more non-endemic sponsors.

Okay, back to my discussion regarding team's social media and stuff...

Team BMC Racing is a squad that has had the social media bull by the horns for a couple of seasons. The team often updates via twitter and Facebook. There's really no way you can't not know what BMC is doing at any

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