Even though it’s got a billion users, Facebook is still way behind platforms like Twitter and Instagram when it comes to getting celebrities to do post things publicly on it. For the Super Bowl this weekend, it’s dangling a special carrot to get the stars to share their game day thoughts on the platform.
According to this report by Peter Kafka at Re/code, Facebook has been sending letters to celebrities asking them to post updates about the game on its platform. In return, Facebook will surface those posts to its users, according to their interests, even if they aren’t followers of the game. The posts could go out to fans of the Broncos or Seahawks, Richard Sherman etc, basically people who won’t be following a celebrity for sports updates, but will get them anyway. The incentive is that Facebook will promote the celebrity user with additional engagement and the promise of an even greater fan following.
Here’s the relevant text from the letter obtained by Re/code:
Public Figure to provide:
– Target of 5 – 10 posts during SB using #SB48. Posts should be mix of status updates, photos, and/or short form video. Post topics could include:
– Pre-game photo of your viewing party
– Questions to fan asking them who they thing will win the game
– Commentary on performance by National Anthem singer and/or Bruno Mars at Halftime
– Commentary on big momentum plays (scores, turnovers, penalties)
– Analysis of what you think the teams should be doing (e.g. “John Fox has to run a fake punt here to get the Broncos back in the game”)
– Commentary on funny SB commercials
– Congratulatory note to winning team/ specific players at end of game
– Encourage fans to upload comments with #FBSBWatch on your page or to their timelines and @reply to their comments
Facebook to provide:
– Amplified distribution on posts to your current FB Page fans via our internal organic and ad credit tools
– Exposure to new FB fans including:
– Fans of SB athletes you mention in posts (e.g. mention Russell Wilson or Richard Sherman and we show the posts to those fans)
– Fans of SB teams you mention in posts (e.g. mention the Broncos and we show the posts to those fans)
· Exclusive access to new FB Pages app to facilitate the posting via mobile and enable fan engagement
· Press partnership to highlight your participation in “Watch With” program and your FB posts
· Amplified promotion and features on Sports on FB Page
Not quite sure celebrities will go for this, although if they want to increase their fan engagement, this would be a pretty powerful way to do it. However, much like Facebook, the move reeks of a corporate deal, and lacks the organic incentives that platforms like Twitter and Instagram provide. Whether Facebook likes it or not, it’s still regarded as the platform for inner circles of friends or family, rather than a public forum like Twitter. It’s probably better off offering this deal to brands (which I’m sure it is, but not without any money.)
